Budweiser Made in America Festival
Philadelphia | PA
Los Angeles | CA
Brewing success at the Budweiser Made in America Festival.
Awards and Achievements
Outstanding Achievement: Entrance Experience | THEA
AwardsAIA St. Louis Interiors Design Award | AIA
Renovation/Restoration Best Project Award | Engineering News Record (ENR)
2020 Outstanding Achievement | THEA
Budweiser Made in America Festival
The collaboration between PGAV and Anheuser-Busch to transform Budweiser’s brand image among festival-goers at the Budweiser Made in America festival in Philadelphia and Los Angeles shows the power of connection and storytelling.
With only one in three 21+ year-olds having tasted Budweiser, the mission was clear—make the brand part of the festival story. To tackle this challenge, PGAV devised a four-point approach, including improved guest arrival, immersive storytelling, engaging the senses through iconic tasting experiences, and extending the story through retail and merch.
From interactive ingredient sculptures to an elevated dining experience, every touchpoint reinforced Budweiser’s story.
Festival-goers weren’t just drinking beer—they were engaging all five senses, sharing their moments, and embracing Budweiser as an aspirational lifestyle. The results? 90,000+ attendees, 1.3 million livestream views, and over 2 billion PR impressions—cementing Budweiser’s place in a new audience’s hearts (and hands).
