SHINER

TEXHEX IPA

As IPAs continued to grow in popularity, we worked to expand Shiner’s audience and brand with a new to world IPA: TexHex.

We analyzed trends both amongst our audience and IPA drinkers at large, finding a unique niche for a Southwestern inspired IPA with distinct provenance in Texas.

We analyzed trends both amongst our audience and IPA drinkers at large, finding a unique niche for a Southwestern inspired IPA with distinct provenance in Texas.

We brought La Bruja's world to life through eye-catching graphics meant to build up the legend.
For our launch, we developed a comic book style series of interconnecting Instagram posts introducing the story of La Bruja