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!
Fun Fact
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.
