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Texas Special: Good Drinkin' Beer

Texas special with Jake Worthington, Pecos & The Rooftops, and Kolby Cooper

Industry

CPG - Beverage - Alcohol

Challenge

To celebrate the re-release of Texas Special beer, Spoetzl Brewery wanted to spread the word far and wide and invoke Texas pride by integrating Texas Special into the heart of the modern Texas music scene.

Results

Working with MAX, Spoetzl turned the Texas Special relaunch into a celebration of Texas music through strategic artist partnerships and live fan experiences, amplified by targeted social media campaigns.

Objectives

Awareness, Engagement, Experiential

3

Artists

4.9M+

Impressions

173K

Engagements

SET.Live Video SQ-1

SET.Live

SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.

The Challenge

Good beer doesn’t stay gone forever.

To celebrate the re-release of Texas Special beer, Spoetzl Brewery wanted to spread the word far and wide and invoke Texas pride by integrating Texas Special into the heart of the modern Texas music scene.

Spoetzl challenged MAX to increase brand awareness and drive brand engagement with Texas music fans on social media and at live events.

The Solution

Partnering with the right artists transformed the re-release from a product launch into a cultural event that resonated with the core Texas consumer. Jake Worthington, Pecos & The Rooftops, and Kolby Cooper are locally grown talents whose music and themes mirror the laid-back, working-class legacy of the Texas Special.

Each act introduced the return of Texas Special to their specific fan bases with a live on-stage shout out and heartfelt endorsement. At each show, fans scanned a banner or went to SET.Live and entered their info for a chance to win signed merch and a Texas Special merch pack.

MAX captured genuine, enthusiastic onstage shoutouts from each artist at shows across Texas to create authentic, engaging video content to amplify the partnerships on social media long after the concerts had ended.

The Results

Texas Special reconnected with its roots and brought the Lone Star spirit to life, blending authentic Texas heritage, genuine fan engagement, and exclusive concert experiences. Broadcasting those engaging live moments on social platforms, MAX amplified the reach of the Texas Special re-release with the target demographic.

Raising a cold Texas Special and singing along with Jake Worthington, Pecos & The Rooftops, and Kolby Cooper, fans got a taste of Texas tradition and had a damn good time.

Added Value:

MAX delivered value beyond the initial scope, boosting awareness and engagement for Texas Special by negotiating concert tickets for Spoetzl and 3 branded pull up banners prominently displayed in each venue, giving the brand additional direct exposure to fans.

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