Anheuser-Busch Beer Experience
St. Louis | MO
PGAV transformed the traditional Anheuser-Busch factory tour into an unforgettable, immersive Beer Experience … and didn’t stop there!
Servicios para proyectos
Master Plan, Architectural Design, Exhibit Design, Interior Design, Interactive Experience Design, Environmental Graphic Design, Interpretive Graphic Design, Interpretive Writing, Landscape Design, Brand Development, Construction Administration, Art Direction
Dato curioso
The 18-ft tall, 2,400 lb “B” at the entrance of the Biergarten once sat atop the Bevo bottling plant as part of the iconic “Budweiser” sign.
Anheuser-Busch Beer Experience
For over a century, the Anheuser-Busch Brewery has been a destination where guests can experience the craftsmanship, tradition, and hospitality behind some of the world’s most iconic brews. As expectations for immersive experiences grew, A-B needed a fresh vision to elevate its brewery tours while staying true to its legendary heritage.
Through extensive research into A-B’s brand and visitor satisfaction, PGAV repositioned the destination brand without losing the deep-rooted connection to its storied history and mega-brands like Budweiser, Bud Light, Michelob Ultra, and Shock Top.
PGAV led the transformation of all St. Louis projects, including the Biergarten, the Beer Museum at the Old Schoolhouse, a refreshed campus tour, a welcoming new entry experience, and a renovated retail shop weaving storytelling into every moment of a guest’s visit.
Each area is enhanced with custom hand-painted graphics and wayfinding to guide the experience.
PGAV extended its expertise to all six Anheuser-Busch brewery experiences around the county and other brands within Anheuser-Busch’s portfolio, including the redevelopment of the guest experience at Goose Island’s Fulton Street Brewery in Chicago. PGAV has continued to support Anheuser-Busch’s internal teams, developing an Experiential Playbook, Style Guides, and a Brand Voice Handbook for tour guides and new employees. These strategies provide guidelines for a consistent, engaging experience for future projects in stadiums, airports, festivals, or attractions.
