Budweiser’s Brewmaster Tour

Budweiser’s Brewmaster Tour
This week, he has spotted Budweiser’s 45-week mobile activation, dubbed the ‘Brew Master Tour’ that the lager brand staged at a variety of fairs, festivals and special events throughout the US. 
Once solely associated with its big budget advertisements around Super Bowl, Budweiser has evidently upped its game in recent years and recognised the value of an immersive brand experience. We covered the Anheuser-Busch stable mate Bud Light Hotel recently and with the Whatever, USA campaign coming up, it’s clear that the Anh-Busch group is a leader in this field.
The Budweiser Brewmaster Tour was a one-of-a-kind mobile marketing brand activation that aimed to bring the experience of the renowned Anheuser-Busch brewery tours to those who aren’t able to visit one of the company’s breweries.

Genuine ‘Bud Brewmasters’ led this fully immersive and sensory experience and guided groups through the five brewing zones, where they had the opportunity to smell and feel the hops, barley, yeast and rice, used to produce Budweiser and take a step-by-step look at Budweiser’s time-honoured 30-day brewing process.  
I love the use of genuine ‘Bud Brewmasters’ as brand ambassadors in this campaign; these individuals who work with the brand day in day out are very likely to be very passionate and informed about the brand. 

The brand also threw in a digital element to the campaign by taking photos of guests on the tours and encouraging them to go online and download their Brewmaster Tour photo. 

The final stop of the tour invited visitors to enjoy a nice cool Budweiser sample directly from the tank, kick back and relax in the Budweiser branded biergarten and peruse a merchandise pop-up shop.

Altogether this seems to be a well-rounded experiential campaign which brings the Budweiser brewing experience to a far wider audience than it could normally reach as it travels throughout the US for 45 weeks.    

The idea of turning a brewery into a visitor attraction may not be new – look at the Guinness Storehouse – but this is more unusual because it effectively takes the brewery to the people, not the other way round. A refreshing activation from a refreshing brand.

Joss Davidge is managing partner of BEcause, an award winning brand experience agency which has been helping brands become more tried, tested and talked about for over 20 years.
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