How Devils Backbone Got the Blue Ridge Mountains Onto a Six Pack

Two years after its acquisition by Anheuser-Busch, the Virginia craft brew gets more polished packaging

During the golden age of travel—before the internet, even before television—Americans who saved up their dollars would wander into a travel office and be dazzled by the color lithographs on the wall: travel posters of romantic and exotic destinations, rendered in a gauzy, dreamlike state so alluring you wanted to step inside. For shipping lines and railroads hoping to lure customers, the posters were the most effective marketing of their era.

All of that pretty much ended with WWII, but the dreamy aesthetic of the travel poster still possesses its power to draw consumers’ attention—and now, that power is being harnessed by an unlikely company: Anheuser-Busch.



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