Social media has allowed Texas-based craft brewer Shiner to reach its fans in a personal way that fueled the brand's word-of-mouth-marketing, said Charlie Paulette, Shiner's head of marketing. Fans have been so eager to spread the word that Shiner, which is now available in 42 states, has yet to purchase a television ad. "Social media has really turbocharged our ability to reach a loyal fan base that has existed for decades in virtually every market in the U.S. It allows us to connect with those fans first -- and they share the Shiner wealth from there," Paulette said.

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