The US division of AB InBev has built a bar inside a combine harvester as part of its celebrations for the US’s 250th birthday next month.
The 10‑tonne, 400-square-foot mobile bar, dubbed the ‘ComBar’, will tour the US between 4 July and December, pulling up at “major agricultural and community events”. The bar will begin its tour at the Fourth of July celebrations in St Louis, where Anheuser-Busch’s headquarters are based, before moving through Idaho, North Dakota, Iowa, Nebraska and finally Tennessee in December.
The unit added that additional events are also going to be announced.
ComBar is part of Anheuser Busch’s ‘Choose Beer Grown Here’ campaign, which was launched in 2024 and “encourages consumers to support American farmers by choosing products made with US‑grown ingredients”. An accompanying marketing video (below) has been shared on the company’s social media channels.
“Anheuser Busch invests US$700m sourcing from 700 American farmers each year because we know that great beer begins with … US-grown ingredients,” said the US unit’s chief external affairs officer, Cesar Vargas. “The ComBar brings that commitment to life in a way only Anheuser Busch can – by transforming an iconic symbol of the harvest into a celebration of the people who make our beers possible.”
Last week, AB InBev announced that the next investment from its US ‘Brewing Futures’ initiative would consist of a “US$20m-plus” injection into sites in Missouri.
