decided to continue the annual program indefinitely. For 2009, Spoetzl changed the neck label for all their beers. The labels proclaimed Spoetzl's 100th anniversary and include the tag line "Here's to a century of independent brewing. Prosit!" The annual brews and their respective styles are: Shiner 96 – Märzen/Oktoberfest Shiner 97 – Bohemian Black Lager Shiner 98 – Bavarian Style Amber Shiner 99 – Munich Style Helles Lager Shiner 100 Commemorator – Starkbier Shiner 101 – Czech-style Pilsner Shiner 102 – American Style Double Wheat Ale Shiner 103 – Wild Hare Pale Ale Shiner 104 – White Wing Belgian White Ale Shiner 106 Birthday Beer – Chocolate Stout Shiner 107 Birthday Beer – Hoppy Pilsner Shiner 108 Birthday Beer – Cold-Brew Coffee Ale (a collaboration with Chameleon Cold-Brew of Austin, Texas) Shiner 109 Birthday Beer – Farmhouse Rye Shiner 110 – S'more Chocolate and Marshmallow Ale Shiner 111 – Rerelease of Shiner 110's S'more Chocolate and Marshmallow Ale Marketing Shine On is a coffee table book by Dallas author Mike Renfro, which documents the little brewery's history in photos as well as story. The book follows the brewery from 1909 to 2008. In addition to the history on the brewery, Shine On also includes the history of the town, as well as a look at some of the people responsible for making Shiner beer. Working with their Austin-based advertising agency, McGarrah Jessee, Shiner's guerilla marketing efforts at the Austin City Limits Music Festival have consistently promoted their brand. In 2010, the company created the "Shiner Beer Local Stage", which featured a two-day lineup of local bands performing on a custom stage constructed under two billboards near Zilker Park. In 2012, a beer garden, complete with a replica of the Spoetzl brewery facade, was added. In popular culture In 2012, country artist Jason Aldean changed a reference to Shiner Bock a few weeks after releasing the song "Take a Little Ride". The original lyric, "grab a little Shiner Bock" was replaced with "grab a couple Rocky Tops" when Aldean signed a sponsorship contract with Coors Brewing Company. Images References External links Gambrinus.com – Parent company's official site "Spoetzl Brewery," Handbook of Texas Online TexasBreweries.com – Unofficial history Beer brewing companies based in Texas Companies based in Texas Food and drink companies established in 1909 1909 establishments in Texas