Leinenkugel's: How Summer Shandy Became The Most Popular Seasonal Beer In America

How Leinenkugel's Summer Shandy became
the most popular seasonal beer in america.


Jacob Leinenkugel Brewing Co.



The Leinenkugel's brand is founded on bringing folks together for those moments that last forever. We wanted to capture that spirit of those campfire moments with a big, rich, simple, enduring idea.


Next, we shot some home movies to count down to summer
and the official launch of Summer Shandy.

Social / :15 / "Countdown to Shandy Season" 

Social / "Countdown to Shandy Season" 


We even created "We Can't Wait For Shandy Season" events, like Snow Baseball.


Pre-Roll / :40 / "Snowball Classic" 

Out Of Home  / "Brewed for Days Like Today" 

Out Of Home / "Brewed for Days Like Today" 


Events & Experiential / "Family Road Trip" 

Television / :30 / "Summer Shandy"

Television / :30 / "Snapshots of Summer"

Television / :30 / "Summer Goes Fast"

Retail / "Join Us Out Here" 

Retail / "Hello Summer & The Canooler"

And concepted some pretty refreshing ways to get the word out.

Screen Shot 2013-08-26 at 5.48.37 PM.png

Out-Of-Home / "It's Shandy Season" 


We even collaborated with a local Wisconsin band, The Delta Routine, on the perfect Shandy anthem for summer.


Events & Experiential / "Summer Shandy Anthem" 


And we were honored to be a part of some pretty great stories,
so we shared some moments our Leinie's fans shared with us.


Television / :30 / "Family Album"


Finally, we went out and created a deep, rich pool of content that could live across all of the Leinenkugel's platforms.



Content Library / "Join Us Out Here"

At the end of the day: 

We helped launch and grow Summer Shandy into the #1-selling seasonal beer in America.