At a pivotal time when craft beer brands gained massive traction and eroded their market share and consumer loyalty, Anheuser-Busch looked to Engine Shop to help reestablish Budweiser’s heritage as America’s Original Craft Brew.

Engine Shop led Budweiser to embrace millennial country music fans with targeted sponsorship strategies and a touring experiential platform that defined the brand’s role as the “Original Craft Brewer.” Putting a new twist to an old icon, ES raised a red barn that proudly stood as the brand’s home. Here, music fans experienced Budweiser’s craft like never before through hands-on brew master demos, bespoke handmade leather goods from local artisans, immersive photo ops, and intimate sets from A-list artists – giving every guest a taste of true American craft with the comfort of southern hospitality the undeniable VIP feel of a country club.