[6] Bock beers have a long history of being brewed and consumed by Bavarian monks as a source of nutrition during times of fasting.

They found one in Bavarian-born Kosmos Spoetzl,[6] a onetime soldier who had trained as a brewmaster in his native Germany.

In 1914, he co-leased it with Oswald Petzold with an option to buy in 1915,[5] which he did, giving the brewery his own name, but continuing to call the product Shiner Beer.

He had moved to San Antonio in search of a better climate for his health, bringing with him a family recipe for a Bavarian beer made from malted barley and hops.

The Spoetzl Brewery originally intended to conclude its centennial beer production in 2009, but decided to continue the annual program indefinitely.

The labels proclaimed Spoetzl's 100th anniversary and include the tag line "Here's to a century of independent brewing.

The annual brews and their respective styles are: 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.

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.

[17] In 2012, country artist Jason Aldean changed a reference to Shiner Bock a few weeks after releasing the song "Take a Little Ride".