Brew Master Tour
Alcoholic Beverage Industry
Anheuser-Busch
2013
Across the USA
Opportunity
In the alcoholic beverage industry, it is no secret that brewery tours tend to increase consumer interest and loyalty. The ability to see the product being made and appreciate the work that goes into their beverages helps brands sell more. Anheuser-Busch saw the opportunity to bring this experience to those who couldn’t see it in person, and capitalize off of multiple festivals and fairs along the way.
Solution
This was a 45-week mobile marketing brand activation in order to bring the experience of AB brewery tours on the road. This was a, “fully immersive and sensory experience that guided groups through the five brewing zones, where they had the opportunity to feel the hops, barley, yeast, and rice used to produce Budweiser.” The final step of this activation was to have guests enjoy their products. This activation traveled to different fairs and festivals, providing an unexpected joy in those experiences.
Activation Breakdown
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Collaborations with fairs, festivals, and special events.
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Mobile van and activation.
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Mobile brewing equipment.
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Beer to sample.
Results
In Action
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The product reached a wider audience.
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The experience of brew tours reached those who it would never have before.
Takeaway
This is the perfect example of getting the product and behind-the-scenes of the product in front of potential consumers. Going to a brew tour is out of the way and not feasible for many people, and this reduced that friction and brought it to where they were already going. By driving and parking at fairs and festivals over 45 weeks, they reached a larger crowd, and by sampling the products, they created a sense of appreciation and loyalty from their consumers.
1 Davidge, J. (n.d.) Budweiser’s Brew Master Tour. The Marketing Society.
https://www.marketingsociety.com/the-library/budweiser%E2%80%99s-brewmaster-tour