Friday, November 7, 2008

Father of Texas Longneck to be part of KTSA radio piece on Lone Star Brewery project

Until I coordinated an interview with KTSA and Jerry Retzloff, the retired marketing executive with Lone Star Brewery, I didn't know how the brewery created and made popular the longneck bottle. With the official launch of the Lone Star Brewery condo project today, KTSA interviewed Mark Tolley, the Lone Star developer as well as Retzloff.

As the staff at KTSA needed someone who knew about the brewery, I asked Retzloff to do an interview with their news team. He described how the brewery developed the longneck bottle and how Willie Nelson and other Texas acts made this form of beer packaging popular. Retzloff's said his marketing team's efforts to provide the top Texas acts with the "national beer of Texas" during their performances helped make the longneck popular with college students in the 70s and 80s.

The interview airs today at 12:10 p.m. today.

1 comment:

colrlking said...

Ahhh, I remember Lone Star in longnecks, Asleep at the Wheel and Armadillo World Headquarters back in '74.
Good thing I'm heading home to Texas in a week or so, I feel a thirst building.