TEXAS SPECIAL x CATTLE COUNTRY MUSIC FESTIVAL

Experiential // 2025

Texas Special // Shiner Bock

Strategy // Creative Direction // Art Direction // Production SohoExperiential

Hoping to get back to the roots of their brand, The Gambrinus Company challenged us to concept and execute an engaging & authentic-to-Texas experience for festival goers at the 2025 Cattle Country Music Fest. While apropos, we knew another beer barn wasn’t the answer. To get to the good stuff in Texas, you’ve got to hit the road. And on any given highway, you’ll pass more than a few places to stop and fill up the tank- in more ways than one. You might even run into a boot-stomping middle-of-nowhere good time.

The Texas Special Filling station felt both of the moment and true to the brand’s roots- and it proved to be a huge win. The space offered interactive brand education, truck-loads of photo moments, and daily happy hours in addition to a dedicated Shiner Bock footprint —affectionately called Camp Shiner—featuring six branded RVs. In partnership with STXBBQ, a Shiner Beer–inspired cookout menu helped the filling station live up to its moniker.