Young professionals, ages 21-35, are predisposed to drinking whatever’s popular at the time. In no uncertain terms, we told them not to be a follower or to settle for second best. How? By infusing the ZiegenBock brand with a cool yet combative personality that would lock horns and wrestle away market share from Shiner Bock, the No. 1 beer in Texas.

CW: Prentice Howe
AD: Ray Sturdivant
ECD: Don Sedei