Friday, June 13, 2014

Brewery Tour

June 13, 2014 – This afternoon we headed to the Anheuser-Busch brewery in St. Louis to take a tour of the facility. 

Museum/Tour Center
The walking tour began with a visit to the Clydesdale stable.

The tour was mainly about how Budweiser is made, but I found the architecture much more interesting.
Now, who has stained glass and a chandelier in their stable?

The stalls of Bill, Duke, and General.
Presumably in order of rank.
One of the famous Clydesdales getting his hair fixed with ribbons and flowers.
This solid-bronze chandelier was purchased by Adolphus Busch after the 1904 World's Fair and it weighs 630 lbs.

Next, we headed to the cellar where the beer is aged and is part of the fermentation process.

These enormous tanks were stacked 6 deep and 4 high.

EACH of these tanks contains so much beer, that if you drank 1 bottle every hour, it would take you 130 years to finish one off.

Heading to the Brew House.

The Brew House was built in 1892 and is a national historic landmark.
Who’s production facility looks like this?

These are the mash tanks where the grains are soaked and turned into mash.
This chandelier was also purchased from the World’s Fair.

The famous clock tower

The Clydesdales were first introduced to the public to celebrate the repeal of the Prohibition.  The horses were hitched to a red beer wagon and were lead down this street.

The Clydesdales were sent to New York via train and did a tour of New England before ending up in Washington D.C. and delivering a case of beer to President Franklin Delano Roosevelt.
They’ve been an icon ever since.

I loved all of the little details and fine touches that were everywhere!

“Bevo” is a non-alcoholic malt beer made by Anheuser Busch during the prohibition.  The mascot of Bevo was a cunning fox from a fairy tale.

The Bevo Packaging plant

I love the classic early 20th Century signage

Heading inside

The fox is featured throughout the building.
After taking 7 escalators to the top floor, we arrived at the packaging facility.

The difference 100 years can make

At the end of the tour, we took a tram ride back to the tour center


2014 FIFA World Cup

I thought that this foosball table was clever
I found the history of Anheuser – Busch very interesting.
I’ve been studying marketing, so it was really neat to see the marketing that had been employed from 1862 to 2012.

Excellent example of the company BHAG/company vision
(Google “BHAG” if you want Smile )
It was very interesting to read the story of Adolphus Busch.  He was born in Germany as the second youngest of 22 children and immigrated to St. Louis with three of his brothers when he was 18.  He served and fought in the civil war.
Meanwhile, Ebhard Anheuser purchased the Schneider Brewing Company and hired Adolphus Busch as a salesman.  Adolphus quickly became a partner in the business and married Anheuser’s daughter, Lily, at the age of 22.
The company was renamed the Anheuser-Busch company after Ebhard’s death in 1880.

Adolphus was innovative and was the first to improve the shelf-life of beer through pasteurization, was the first to extensively bottle beer, and the first to use refrigeration for storage (instead of caves.)  He also created the first refrigeration-railway car fleet and setup a network of ice houses along the railroads and was able to drastically extend his distribution.
He also helped to market the beer by giving away marketing materials with the Anheuser-Busch logo.  Some of these included shaving kits, corkscrews, cuff links, bottle openers, calendars, and pocket knives.  He also sent prints such as Custer's Last Fight to bars all over the country.
Adolphus also understood the need to create varieties of beers and drinks, because people’s taste varied.

Some advertising illustrations included works by Norman Rockwell

During the prohibition, the brewery tried to stay alive by offering non-alcoholic drinks like Bevo, a very popular baker’s yeast, and even converted the brewery to manufacture refrigeration cabinets.

Here’s an example of a brand promise…Budweiser promises to give you something more than beer.
During WWII, many of their workers were in the military and posters such as this one let them know that Anheuser was behind them and would keep their jobs for them after the war.

The old “tearshape” bottle of Michelob during the 1970s

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