OH, THOSE SUMMER NIGHTS
Shiner Beer romances Texas with return of Prickly Pear Lager
Sometimes we can’t help ourselves. Despite our better judgment, we fall for the bad boy who flits in and out of our life. Days turn into weeks, and weeks turn into months; still, we can’t let go. We know full well we’d take him back tomorrow.
Such is our relationship with Prickly Pear Summer Lager, Shiner Beer’s withholding seasonal brew. First introduced in 2012, the fruit beer dipped out in 2017, later showing up for sultry flings in variety packs. In 2020, it seemed finally ready for a serious relationship before rejoining singles mixers again.
We still miss that six-pack.
It’s with some trepidation that we report that Prickly Pear has come lurking around again. In an imaginative campaign by Austin-based creative agency Bakery, the seasonal brew announced its return to Texas shelves. Based on real social media concepts, the ad tells the story of fans’ undying love for the beer via a friendly yeti, a wicked witch, and a Norma Rae-like revolt.
“Every time we post social content for Shiner, no matter what it’s about, we’ll get non-stop comments about Prickly Pear,” explains Rodrigo Rothschild, creative director at Bakery, in a release. “After about a thousand of them, we wondered if you could write an entire script just using all these weird and random comments.”
It’s easy to see why Shiner drinkers are so enamored with the beer. The company uses Texas native prickly pear with Citra and Golding hops and its proprietary yeast to create a brew that is neither too tart nor too sweet. The crisp libation also rings in at a modest 4.9-percent ABV, making it an ideal patio pounder.
“Prickly Pear is a special brew for us because it features uniquely Texan ingredients,” says Nick Weiland, Shiner’s brand director. “We recommend pairing it with carne asada tacos or a grilled chicken salad for the ultimate summer session.”
Alas, a session is all Prickly Pear’s many admirers will get. Though the lager is eager to romance them with tubing trips, backyard barbecues, and days at the beach, it will once again hit the road at the end of July.