How the Budweiser Garage Brewed Up an Immersive Experience for SXSW Attendees [Video]

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Virtual reality experiences have started to take over popular culture—if you want to be somewhere you can’t be, well, there’s a VR headset for that. But a virtual beer? Is that a thing? Anheuser-Busch is making a compelling case.

A-B is no stranger to experiential marketing, and its bedrock beer brand, Budweiser, planted itself inside Austin’s Ironwood Hall on East Seventh Street, transforming it into the Budweiser Beer Garage for South by Southwest.

“We want liquid to lips; we really want people to be able to remember what a great tasting Budweiser and our fresh draft is,” Tina Wung, director of digital strategy and innovation at Anheuser-Busch, told Adweek.

More Experiential Marketing Activations From SXSW That You Need to See.

Easily the most interesting experience in the garage is the 4-D Immersive Reality Budweiser Brewery Tour. Attendees strap on a VR headset and are transported to A-B’s St. Louis facility where they go on a multisensory journey, getting to see, hear, smell—and finally taste—how Budweiser is made. (Think Smell-O-Vision, but for beer.)

Take a look at the video above for a peek into this noteworthy brand activation.

Beer, virtual reality, innovation #sxsw2016 #beergarage

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@maskeroni Alfred Maskeroni is director of video for Adweek.