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Shiner beer taps into Nashville.

Shiner beer taps into Nashville

After 82 years in the Texas market, Shiner beer is now available outside of the Lone Star State. Cumberland Beverage of Nashville, TN, began selling Shiner Premium and Shiner Bock to local retail merchants late in November 1991.

"Now is the perfect time to take Shiner outside of Texas, and Nashville is the perfect place to start," said Ron Christesson, Spoetzl Brewery's marketing director. "We reviewed many opportunities for the Shiner product line in 1992, and it was clear that Cumberland Beverage's commitment to the brands was special. And Nashville is a natural market to start with because the demographics of the city are similar to many markets in Texas where sales of Shiner products have grown as much as 25 to 30 percent per year for the past several years."

According to Christesson, production constraints limited the brewery's ability to meet peak-season demand in the past, which put a lid on expansion outside of Texas. "The installation of new storage facilities this past summer enabled Shiner to expand its marketing plans.

"We at Cumberland Beverage feel singularly honored that Nashville is the starting point of a coordinated effort to expand the distribution of Shiner Premium and Shiner Bock," noted Mike Niles, Cumberland Beverage president. "That we were chosen is, I think, a tribute to the brewery's confidence in us.

"They're great beers with a great tradition and we know Nashville is going to love it," Niles concluded.

PHOTO : NASHVILLE GETS SHINER - For the first time in its 82-year history, the Spoetzl Brewery will offer its Shiner Premium and Shiner Bock outside of Texas. The brands will be handled by Nashville's Cumberland Beverage.
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Title Annotation:marketing of Shiner beer by Cumberland Beverage of Nashville
Publication:Modern Brewery Age
Date:Jan 20, 1992
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