It's never easy for a small company to tackle a big marketing campaign. It's even harder when you're a little beer company, trying to compete in a world of giants like Budweiser and Miller Lite. And it's harder still when you want to try some guerrilla marketing, but most of your ideas are against the rules of the Texas Alcoholic Beverage Commission.
State law forbids a beer maker from doing that.
The supermarket could, but they aren't in business to promote your little company. Radio ads didn't work Saint Arnold once tried a frontal assault on its marketing problem, launching a radio campaign designed to raise brand awareness in its hometown. We tried radio, but got nowhere with it. Chastened by the failure of the radio campaign, Wagner decided he had to find a grass-roots way to promote his company, even if the TABC blocked most of the most obvious paths. For the occasion, the president of the local Candelari's Sausage Co. created a bunch of bratwurst made with Saint Arnold Amber Ale cooked in.