St. Louis Brewery Tour Why was everyone at the biggest European beverage sales conference talking about Budweiser?

The Brief

Anheuser-Busch InBev, is the largest brewer in the world, and makes Budweiser, and many of the UK's best-loved drinks. In 2016, they held a regional conference in Europe to give executives a taste of AB inBev’s best brands and innovations.

They needed to stand out.


Our Approach

We offered guests a multi-sensory tour of the Budweiser St Louis facility, gave them a whiff of boiling hops, a feel of grainy beechwood, and a refreshing taste of its iconic flavour. People were in VR headsets for the 360 video, as we brought their senses to life with the 4D immersive brewery experience. We partnered with Pro-Ject, the US-based experiential agency, to adapt a its activation they created for SXSW festival in the UK.


The Results

  • 90% of the AB-Inbev executives took the virtual tour
  • The Virtual Brewery Tour was the most visited and talked-about exhibition space at the event



Agency Pro-Ject

Venue Partner Royal Berkshire Conference Centre



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