The native Texan returned to San Antonio from New York to help sell Lone Star, first to more Texans then to a broader audience.
has three public playlists. One of them, titled Views for Days, features 28 Texas-themed country songs by the likes of Willie Nelson, Kacey Musgraves, Glen Campbell and Patsy Cline. The artwork shows an armadillo drinking a can of Lone Star Light while watching a West Texas sunset.
That’s no coincidence, said Emily Hoyle, the senior marketing director for Pabst who oversees marketing for Lone Star.“If you’ve seen any of our messaging, it’s all focused on growing the awareness of and consumption of Lone Star Light,” she said. “When we talk about who we focus on, it’s a diverse group of people — much like our state is super-diverse.
“My personal philosophy when it comes to marketing is I like to grow brands, and grow people,” she said. “I look for opportunities to work on maybe iconic, but slightly dusty, brands and reimagine them, bring them back to life, make them mean what they used to mean to people today.” Q: If you were to make a graph of the people who buy Lone Star, would it be weighted on one side of the age range versus the other, or one gender?We’re pretty split across the age ranges, but we do over-index in the 25-to-44-year-old age range. Our shopper tends to be more millennial, slightly higher household income and has a higher buy rate, which is just how much they’re consuming beer versus the other value-beer brands in Texas.
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