As country music continues to boom throughout the U.S., Anheuser-Busch recognized an opportunity to increase brand awareness among new and devoted country music fans. The company wanted to create a unique, authentic, live experience that would resonate with fans at a variety of events, and Engine Shop delivered. Meet the Budweiser Country Club, an 8,800 square foot structure filled with activities to help drive brand engagement and product sales.
The “backyard” featured games, shaded resting areas and photo opportunities to encourage consumer and social media engagement.
Budweiser Country Club’s 2nd and 3rd floors were air conditioned and reserved for talent and local accounts, giving them a bird’s-eye view of the event grounds below.
Consumers were treated to a hands-on brewery experience by Budweiser experts, giving them a closer look at a classic American beer.
Leather goods makers, woodworkers and other artisans were on hand to interact with consumers at each stop in the country club. Limited-edition Hatch Show Prints were given away at each stop.
A personalized item is a perfect way to make an event more memorable. Customers were able to watch a local craftsmen emboss their initials on a leather koozie, which also featured the Budweiser insignia.
Brian Kelley and Tyler Hubbard of Florida Georgia Line helped pour beer at the 8-tap, custom-built Budweiser Signature Draft Bar—an unforgettable, all-star experience for country music fans and a great way to use brand ambassadors.
The three-story, 100’x100’ barn featured custom-made furniture, modern and vintage décor and multiple brand engagement opportunities.
The design was carefully crafted, taking every square inch into account, and the result was a footprint that authentically captured the essence of the country music scene.
In 2016, the Budweiser Country Club traveled across the U.S. to various country music events, connecting the Budweiser spirit with a new generation of country music fans.