SHINER PRICKLY PEAR

Prickly Pear was a Shiner seasonal beer until it was permanently discontinued in 2018, but that didn’t stop fans from flooding our Instagram with comments.

When it came time to bring it back, we needed a way let its cult following feel heard.

#BringBackPricklyPear

Prickly Pear is a seasonal beer beloved by many longtime Shiner drinkers, and in the years since it last left shelves, fans have been bombarding social media with thousands of demands to bring it back.

Prickly Pursuit

To announce its return, we gathered as many comments as we could and transformed them into an animated adventure featuring witches, monsters, and dialogue pulled word-for-word from Shiner’s comment section.

To really make sure these fans' voices felt heard, we invited the original authors of these comments to record the dialogue for their character.

Results

With an 81% increase in viewership, this video more than doubled our typical engagement rate and is Shiner’s highest performing Instagram Reel of all time.

…and it also lead to a 100% increase in Shiner fans congratulating me on my engagement post!