Mobile bar built from combine harvester tours the US
A bar built into a combine harvester has been created by AB InBev to celebrate American farmers and US-farmed beer ingredients and is set to go on tour across the country this summer. db reports.
The first-of-its-kind 10-ton “ComBar” will embark on a nationwide tour to encourage consumers to “choose beer grown here” with the emphasis of the trip being to remind people how connected the beer is to the land and US agriculture.
Ingredients sourced from US farms
The marketing move is part of AB InBev’s “Choose Beer Grown Here” initiative which originally launched in March 2024 to mark the firm having achieved the “US Farmed” certification, indicating that at least 95% of the agricultural ingredients in its Busch Light, Busch, Budweiser, Bud Light, and Michelob Ultra beers are sourced from US farms.
Speaking about the bar taking a tour across the US, Anheuser-Busch chief external affairs officer Cesar Vargas said: “We know that great beer begins with the highest-quality, US-grown ingredients” and noted that the company knew how to get this message across “by transforming an iconic symbol of the harvest into a celebration of the people who make our beers possible”.
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A ‘symbol of commitment’
AB InBev spends US$700 million annually sourcing barley, rice, corn, and hops from 700 US farmers and has said that its “ComBar” is a symbol of its commitment to US agriculture and “an unmistakable reminder that great beer begins in America’s fields”.
On its tour, the mobile “ComBar” will pop up at major agricultural and community events, including: St. Louis 4th of July Celebration — 3-4 July, St. Louis; Alive After 5 — 15 July, Idaho Falls; North Dakota State Fair — 20-25 July, Minnesota; Anheuser-Busch Grower Celebrations — July–November, Idaho Falls, ID and Jonesboro; Iowa State Fair — 17-23 August, Des Moines; Farm Progress Show — 1-3 September, Boone; Husker Harvest Days — 15-17 September, Grand Island; USA Rice Outlook Conference — 13-15 December, Nashville.
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