With Budweiser’s Brewmaster Tour, Switch demonstrates the true craftsmanship, premium ingredients and unique process event after event.
- Create a functioning mobile brewery experience to educate consumers on the unique processes behind brewing Budweiser
- Create a flexible marketing tool that travels the U.S. attending wholesaler events, special events, fairs, festivals and retail events sampling cold product
- Plan, design, build and operate … concept to completion in 120 days
Switch utilized its in-house resources to concept, design, build and operate the Budweiser Brewmaster Tour. The goal was to create a meaningful engagement vs. a quick walk-through tour. The tour is a one-of-a-kind mobile activation providing guests 21 and older a step-by-step look at Budweiser’s time-honored 30-day brewing process, replicated after Budweiser’s Brewery Experiences tours. Real Budweiser Brewmasters lead this fully immersive, free consumer experience designed to engage all five senses and communicate Budweiser’s approach to quality in brewing.
Upon first sight, patrons are able to recognize the bold red neon lights against a brick façade. Stepping inside the 48-foot trailer, small groups of five to seven people are led through five brewing zones. Each guest has the opportunity to smell and feel the hops, barley, yeast and rice used to brew Budweiser and peer into brewing tanks. A temperature-controlled cool room allows visitors to “feel” the brewery environment during the aging and finishing stages.
The final stop of the tour invites guests to stay and hangout in the beer garden. In this space, adults are able to sample Anheuser-Busch beers (where legal) and have the option of purchasing Budweiser gear through a merchandise pop-up shop via www.BudShop.com kiosks. And, with any great experience, you want to remember it – a keepsake digital photo is available immediately upon online redemption process.
The 45-week tour kicked off in St. Louis on Oct. 18, 2013, and will travel through fall 2014 to a variety of events and locations throughout the country, including America’s Hometown Thanksgiving in Plymouth, Mass., and the BCS Championship in Miami, as well as Anheuser-Busch breweries and other facilities.
The tour sees an average of 180 consumers per day, five tours per hour and 10-minute average experience. Since November 2013, 6,200 consumers have toured the mobile brewery.
If you’re interested in learning more about the Budweiser Brewmaster Tour or Switch’s mobile marketing capabilities, please contact John Roth at firstname.lastname@example.org or Bryan Schubert at email@example.com.