Texas Special:

Cattle country

music festival

the challenge

SHINER AND TEXAS SPECIAL WANTED TO MAKE A LASTING IMPRESSION AT THE 2025 CATTLE COUNTRY MUSIC FESTIVAL IN GONZALES, TX. THE MISSION: DEEPEN SHINER'S BRAND LOYALTY WITH AN UNFORGETTABLE VIP EXPERIENCE AND INTRODUCE TEXAS SPECIAL AS THE GO-TO BEER FOR EASYGOING GOOD TIMES. 

the SOLUTION

SOHO EXPERIENTIAL BROUGHT TEXAS CHARM TO LIFE WITH THE TEXAS SPECIAL FILLING STATION, A REIMAGINED CLASSIC TEXAN ROADSIDE STOP WITH SHADED LOUNGE AREAS, OVERSIZED GAMES, AND PHOTO OPS DESIGNED TO FLOOD SOCIAL FEEDS.

DAILY HAPPY HOUR MERCH DROPS KEPT FESTIVAL-GOERS COMING BACK FOR BRANDED KEYCHAINS, KOOZIES, AND TRUCKER HATS—CEMENTING TEXAS SPECIAL AS THE PERFECT COMPANION FOR GOOD TIMES AND GREAT MUSIC.

THE SAME BUILD WAS SUCCESSFULLY DEPLOYED AT THE TEXAS STATE FAIR WHICH PROVED THE CONCEPT WAS FLEXIBLE, SCALABLE AND READY FOR MULTI MARKET MOMENTUM.

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3 Days at cattle country

1,585 ATTENDEES

30 days at texas state fair

43,500 Beers sampled

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