I see different varieties of Shiner in all kinds of shows, do they use shiner so they don't have to "advertise" some big name beer in their show and most people won't realize it's Shiner in the first place?

I can't imagine shiner has a huge product placement budget.

I think Shiner has a wider reach than you think. I was in the Bay Area for work last week and saw a couple of varieties in a store, and I remember a friend of mine who moved to NYC years ago talking about how he could still find Shiner there. If you're distributing from coast to coast, I'm sure there's a decent budget for that kind of advertising, and I can't imagine it's that expensive (though maybe someone with actual knowledge can say otherwise)

I also think it's seen as almost like a craft beer since it's independent from the big two, so it's something that can be seen as a less corporate option than Bud or Miller or Coors or whoever. Actual craft places are even less likely to have any kind of budget for that, so something like Shiner or Sam Adams is likely the closest you can easily get if you're making a movie.

TXAG 05 said:

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I remember Mulder and Scully drinking Shiners on the XFiles a long time ago.

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One of the few good episodes from Season 7 if I recall correctly.

I remember TCTTS saying Shiner was very popular in California a few years ago.

bluefire579 said:

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I also think it's seen as almost like a craft beer since it's independent from the big two, so it's something that can be seen as a less corporate option than Bud or Miller or Coors or whoever. Actual craft places are even less likely to have any kind of budget for that, so something like Shiner or Sam Adams is likely the closest you can easily get if you're making a movie.

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This makes a lot of sense.

Probably cooler, more hip to use something slightly more obscure than the Big 3. Not well-travelled enough to know if the masses are aware of Shiner.

Of course, most actors in movies say, "I'll have a beer," and never specify. Is there a higher cost or some implication for them not ordering something by name?

Agree completely!

Because it tastes good.

Bruce Almighty said:

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I remember TCTTS saying Shiner was very popular in California a few years ago.

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You can find Shiner stocked in any beer store both in Minnesota and Oregon. Pretty impressive distribution.

I saw Wicked Ram on a show which isn't even an iconic recognizable Shiner beer, which got me to ask the question.

I remember running cases of it back to college in Arkansas as it wasn't available there. Buddies fell in love with it and would pay in advance when I was coming home to CS.

I want to say it was about 15-20 years ago that you started seeing it pop up in shows and movies. And actually seeing it way outside of Texas

13B said:

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AggieArchitect04 said:

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If you haven't visited their facility is pretty incredible. I visit a lot of breweries and have never seen one so clean and tidy. It's almost like a museum. The tour was worth it.

Their token system to purchase the beer on site is absolutely terrible though.

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The Token system was pushed on them by TABC. They used to let you drink your fill.

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They also killed the generous pours when St Arnold was doing their token system back before direct pay was legal

I will always be a homer for Shiner Beer. I chose to not start drinking until I was 21 and I'll still never forget the night at Zapatos with $5 pitcher beers and all of us taking turns buying a pitcher for our group and sharing.

First night out I hadn't tried a beer I liked and someone got a pitcher of Shiner and filled my white cup. It was so good and have been hooked since.

Keep a collection of bottles and cans in my garage on some shelves I made. Got over 100 unique bottles and cans.

And there's way bigger enthusiasts out there than me that have their own personal museums of Shiner memorabilia.

First time I remember seeing it in a big movie was the Hangover in 2008, 2009.

13B said:

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AggieArchitect04 said:

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If you haven't visited their facility is pretty incredible. I visit a lot of breweries and have never seen one so clean and tidy. It's almost like a museum. The tour was worth it.

Their token system to purchase the beer on site is absolutely terrible though.

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The Token system was pushed on them by TABC. They used to let you drink your fill.

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That's what they said. Because of the quantity they produce or something. But there still has to be a better way. We got 2-3 tokens with our tour ticket. Then I had to buy glassware and merch to get tokens to use for beer. The only way you can get tokens is buying their tours or buying their glassware. It's ridiculous.

Roy McAvoy and Romeo drink it in Tin Cup. Came out in 1996.

Pretty sure on the brewery tour they mention in the early '90s Shiner was only available in a few counties in Texas. Wasn't until the current owners bought it that they started expanding.

They sold Shiner Bock is bars in Anchorage in 1990s

guadalupeag said:

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Roy McAvoy and Romeo drink it in Tin Cup. Came out in 1996.

Pretty sure on the brewery tour they mention in the early '90s Shiner was only available in a few counties in Texas. Wasn't until the current owners bought it that they started expanding.

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That movie is at least set in Texas for the most part

Readily available on tap in Minnesota in more places than I thought. When I want a taste of home a cold draft Shiner Bock hits the spot

They have invested a lot in placement in more recent years. They have a ton of competition and are losing share all over the place. They especially have to be aggressive with the likes of Yuengling moving into Texas market.

PatAg said:

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guadalupeag said:

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Roy McAvoy and Romeo drink it in Tin Cup. Came out in 1996.

Pretty sure on the brewery tour they mention in the early '90s Shiner was only available in a few counties in Texas. Wasn't until the current owners bought it that they started expanding.

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That movie is at least set in Texas for the most part

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Absolutely, just the oldest movie I could think of where the characters drink shiner.

I had to hunt a little and call around, but I was able to find it in a grocery store in New Hampshire. Everywhere else I've traveled I've been able to find it pretty easily.

The Tick sitcom with Patrick Warburton from 2001 was the first show I remember seeing Shiner in. Got my attention since I didn't know it was outside of Texas, but that's probably when they were in an expansion mode and sponsoring concerts too.