Client / Lone Star Brewing Co.

Lone Star Brewing Co. Successfully Launches First-Ever Culture Series and Hard Seltzer Amidst Global Pandemic

In 2020, amidst the uncertainty of a global pandemic, Giant Noise helped launch two new beers from Lone Star Brewing’s first-ever culture series — Rio Jade, a Mexican-style lager that debuted in spring, and Das Bier Y'all — a German-style kölsch that hit store shelves in fall.

Lone Star Brewing Co., the makers of Lone Star Beer – “The National Beer of Texas” – and Lone Star Texas Light Beer, have been proudly brewing beer in Texas since 1884. Lone Star Brewing Co. is owned by Pabst Brewing Company, one of the largest independently owned American brewing companies. 


Lone Star Brewing Co. engaged with Giant Noise in 2020 amidst the global pandemic to launch their first-ever seasonal beer and culture series brew, Rio Jade. Giant Noise was able to successfully garner interest surrounding the Mexican-style lager, securing coverage locally, regionally and nationally with publications like Forbes,, Texas Highways, Eater, and The Dallas Morning News.


Following the launch of Rio Jade, Giant Noise continued its efforts with Lone Star Brewing Co, navigating the launches for their Fall 2020 and Summer 2021 culture series rollouts of Das Bier Y’all (a Germanstyle kölsch) and High Desert Days (a West Texas-inspired beer). Additionally, Giant Noise helped Lone Star Brewing Co. with their entrance into the hard seltzer category, successfully launching their Agave Lime and Agave Watermelon Hard Seltzers just in time for summer 2021.


Lone Star Brewing Co. takes pride in creating alcoholic beverages inspired by Texans for Texans. Each new product is carefully curated using the best of Texas’ ingredients and unique flavors, and brewed in the Texas Hill Country.


For each launch, Giant Noise provided careful guidance on interactive ways that Lone Star Brewing Co. could stay connected to their audience. A key effort for each launch included inspired curation of themed kits that would allow Texans to see, taste and experience the beverages for themselves in their preferred habitats — on the lake, while floating the river, during Texas-wide road trips, or in the safety of their own home while socially distancing with friends or family. From river-inspired goodies for Rio Jade, to an interactive Oktoberfest-themed kit with a German-inspired virtual cooking lesson, to Marfa-inspired and made products, each element of the approach was carefully considered, ensuring the media, influencer or industry member’s experience were both impactful and meaningful. Giant Noise also worked with select social media influencers who were picked based on their audience reach and demographic to be partners for Lone Star’s Seltzer launch, creating beautiful posts and photography of how they like to enjoy a cold seltzer in the summertime.


Despite the overwhelming challenges Lone Star Brewing Co. faced in 2020, the company reported higher-than-anticipated numbers for all launches, seeing increased demand for their new products. Giant Noise is honored to have played a small part in those efforts. 


As an agency born and bred in Texas, Giant Noise understands the importance of staying true to its Texas roots, just like Lone Star. Our goal is not to meet, but to exceed expectations, wherever and however we can for our clients, using our media and influencer relationships to tell the story of the brands who entrust us to do so on a local, regional, national and even international level. Let us tell yours too.


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