How Shiner Beer became the unofficial sponsor of the 2010 ACL music festival:
What's a little brewery to do when the big beer labels sponsor the ACL music festival and keep Shiner from being sold inside?
Budweiser grabbed the title spot, blocking entry and draping banners across every stage. So we set up Austin's tallest stage in a billboard on a busy approaching lot. We encouraged passersby to rock local. Drink local. And hosted 10 local bands over two days. It was free to attend and everyone was invited. (Except Budweiser.)
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