ZiegenBock Beer Launch

Anheuser-Busch wanted to launch a dark beer in Texas to compete with Shiner Bock. However, they didn't want to sound like a big Northern brewery kicking sand in the face of the local beer. ZiegenBock would be brewed in Texas and available only in Texas, and we wanted to give it a Texas feel. Visually, we used the amber color of the beer as well as the ZigenBock logo to create billboards mirroring the Texas Flag.