A Portland dive bar helped drive Pabst Blue Ribbon's early 2000s comeback by selling cans for $1 apiece.

During Prohibition, Pabst Brewing Company switched from brewing its Blue Ribbon beer to making cheese.

How Prohibition changed beer

This historical survey from The Beer Connoisseur explores the breweries that survived the government's ban on alcohol production. The common denominator? They all pivoted their business models.

Craft beer is partially responsible for disrupting Budweiser’s US market share

Over the past few decades, as craft beer from smaller breweries has become more popular (as well as seltzers, light beers, and other alternatives), Budweiser’s market share has declined.

Total per capita US consumption of beer has dropped 30% since the 1980s

Between 2011 and 2021, AB InBev and MolsonCoors (two of the leading beer parent companies in the US) experienced a combined 17% drop in US market share. Budweiser parent company AB InBev has focused on premiumization and diversifying their product offerings in recent years to combat the losses.

Anheuser-Busch sold half of its real estate holdings to survive Prohibition

The Budweiser parent company also created and sold out more than 25 different nonalcoholic products during this time, including but not limited to infant formula, frozen eggs, and specialized coffees and teas.

Beer companies turned Cinco de Mayo into a mass consumer event in the 1980s

Starting in the early 1980s, breweries including Anheuser-Busch, Miller, and Coors created Hispanic marketing departments and sponsored Cinco de Mayo events. By 2003, American beer companies spent over $5M annually on Cinco de Mayo advertising. Some users may experience a paywall.

August A. Busch, Sr. was gifted a six-horse Clydesdale hitch to celebrate Prohibition’s end

This helped reveal the marketing power of a horse-drawn beer wagon, so it invested in a second six-horse Clydesdale hitch. The Clydesdales soon went to New York, where they drew a crowd of thousands en route to the Empire State Building. Anheuser-Busch even gifted a case of Budweiser to New York Governor Alfred E. Smith in thanks for his help in the fight against Prohibition.

Budweiser pioneered refrigerated rail transport for its beer in the 1870s

This enabled Budweiser to achieve national distribution long before competitors, fundamentally transforming the US beer industry. It was also among the earliest large-scale adopters to use pasteurization, allowing it to be shipped long distances without going bad.

Bud Light was created to compete in the lower-calorie light beer market

Arguably sparked by Miller Lite's successful 1975 launch, Anheuser-Busch rolled out Bud Light in 1982. The brand faced controversy in 2023 after a sponsorship deal with transgender influencer Dylan Mulvaney, sparking a Bud Light boycott.

American beer, by the numbers

This statistics-focused resource breaks down the shape of the beer industry in the US, outlining the amount of beer produced by American breweries, the state cranking out the most beer, and the states with the most breweries per capita.

The long history of alcohol and sports

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

Scroll through a Budweiser historical timeline

From Eberhard Anheuser’s purchase of the Bavarian Brewery in 1860 to the Anheuser-Busch and InBev merger that created what became the world’s largest brewer, this historical timeline highlights the most significant moments in Budweiser’s more than 150-year story.

Anheuser-Busch was passed from father to son for five generations

The Busch family put a couple drops of Budweiser beer onto each first-born son’s tongue when they were born, according to family lore. Given their Anheuser-Busch ownership dynasty, the Busch family was considered beer royalty, with a Busch man running the operation up until the $52B InBev acquisition in 2008.

Why the craft beer industry is in decline

The trend began in 2024, when more craft breweries closed than opened, and has continued since then. Some blame the rise of canned cocktails, hard seltzers, and non-alcoholic beers, while others point to declining drinking rates for Gen Z.

In 2013, consumers reportedly purchased more beer on Cinco de Mayo than on Super Bowl Sunday or St. Patrick's Day

Beginning in the early 1980s, breweries positioned Cinco de Mayo as a "Mexican St. Patrick's Day," sponsoring events and targeting Latino consumers. Anheuser-Busch and Miller created Hispanic marketing departments, while Coors spent over $60 million marketing to Latino consumers.

Budweiser still uses the same yeast lineage derived from the one used in the 1800s

During the late 1800s when Budweiser beers hit the market, darker, all‑malt lagers dominated the US beer market. Budweiser was brewed with a single, consistent yeast strain that gave it a crisp uniform flavor, differentiating it from darker beers.

Budweiser temporarily changed its name to ‘America’ in 2016

In the run-up to the 2016 United States Presidential Election, Budweiser changed its name as part of a marketing campaign that ran from the end of May through the November election itself.

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

From 1989 to 2022, Anheuser-Busch had exclusive alcohol ad rights to the Super Bowl

That meant if an alcohol company was not owned by Anheuser-Busch (and later after the merger, AB InBev), it could not advertise during the Super Bowl. This monopoly was part of how Budweiser became known for its Clydesdale Super Bowl ads.

Explore an archive of Budweiser’s past Super Bowl ads

With about 47 of them airing over the past few decades, Budweiser’s Clydesdale ads have basically become synonymous with the Super Bowl—but how many have you actually seen? From 1991 to 2024, this website includes many of Budweiser’s most famous Super Bowl ads.

The strange story behind President Jimmy Carter's brother's 'Billy Beer'

During Carter's 1976 presidential campaign, his brother, Billy Carter, became a sideshow attraction as a country bumpkin. The Louisville-based Falls City Brewing Company decided to capitalize on the attention and hired Carter has a brand ambassador to promote his own "Billy Beer." What followed was a strange, suspicious bit of guerilla marketing and hucksterism, all of it documented in this Mental Floss retrospective.

America's ice cream obsession began under Prohibition, with the street treat acting as a legal vice that helped ease the pain of the Great Depression.

Dive into the history of beer via comic book

Why was the covered beer stein invented, and what led to the creation of the Vienna Lager beer style? Find out in this article about a 173-page comic book outlining the history of beer. According to creator Mike Smith, the history of beer is a...

Liquor merchant Carl Conrad registered the ‘Budweiser’ trademark in 1878

He helped commercialize the beer and licensed the Budweiser name. Before working with Anheuser-Busch, Conrad was a US importer of wines, champagnes, and liquors.

The states in America that drink the most beer

Americans, in 2020, drank on average almost twenty-six gallons of beer per adult aged twenty-one or over, over the course of the pandemic.

More than 100 types of beer are produced around the world

Beer dates back to ancient times, and since then, the fermented drink has taken on many different styles around the globe, depending on the grain and ingredients used. See how pilsners, IPAs, Sours, and other types evolved from the drink's early history.

Go inside the ranch where the famous Budweiser Clydesdales live

Budweiser's famous Clydesdales, including the ones you see in Super Bowl commercials, live a cushy lifestyle on Warm Springs Ranch in Boonville, Missouri. The ranch is home to roughly 70 and 80 Clydesdales at any given time.

The best beer cities in the US

This list contains some expected mainstays, like Asheville, North Carolina, and Portland, Oregon, as well as less-mentioned enclaves, like Minneapolis and Richmond, Virginia.

A blind taste test in 1976 determined that California produced better wine than France in a decision known as 'the Judgment of Paris' that realigned the wine world.

How energy drink company Red Bull makes money

Red Bull was founded by Dietrich Mateschitz and is one of the world's most successful energy drink companies. The brand's value comes from its aggressive marketing efforts among students, nightlife, and sports figures, equating the consumption of one of its cans with excitement and athleticism.

The ubiquitous 1990s “Got Milk?” ad campaign was intended to fix milk’s dwindling popularity in the late 20th century

Despite its success in spreading the word about milk, the sales numbers weren’t quite as impressive. This Mental Floss article details the marketing efforts themselves, as well as how milk lobbyists didn’t necessarily succeed despite their revolutionary ads.

Cookout and barbecue culture boomed in post-war 1950s America

Magazines like "Life" fueled the outdoor cooking craze, and by 1955, barbecue had grown into a $100 million industry. American Studies scholar Kristin L. Matthews explains that the trend fit neatly with Cold War-era consumerism and the emphasis on home ownership.

There’s some confusion over who founded the Bavarian Brewery that later became Budweiser

While many traditional histories credit German immigrant George Schneider with founding the Bavarian Brewery in 1852, an investigation from St. Louis Magazine found that it was actually started in 1857 by a fascinating German physician named Dr. Adam Hammer.

Frisbees earned their name from a pie company that made tins that college students used to throw around campus.

The popular myth behind the India pale ale

Legend has it that the beer style earned its name in the late 1700s and early 1800s, when one brewer realized he had to add more alcohol and hops to his beers to survive the long boat ride to India. But as this essay by one beer historian makes clear, the facts don't line up with that myth.

The business plan for Blue Ribbon Sports came from a Stanford assignment

Nike cofounder Phil Knight’s original idea was to begin selling Japanese shoes, which were cheaper and just as light and durable as the leading German shoes from Adidas and Puma, at a lower price in the American market. His last assignment in business school at Stanford became the original business plan for Blue Ribbon Sports.

Only six breweries are permitted at Oktoberfest

Oktoberfest’s beer offerings are tightly regulated. Only six breweries are invited to supply the entire festival with drinks. The “youngest” brewery, Paulaner, was founded in 1634.

The 1990s 'Got Milk?' ad campaign was intended to fix milk's dwindling popularity.

The origins of the Guinness Book of World Records

Yes, it was the beer company that started it. In 1955, the very first edition of the Guinness Book of World Records debuted as a marketing campaign for the famous Irish beer brand. Get all the details on the origins here.

'The Big Lebowski' slowly spawned a cult following—and a religion

When it was released in 1998, the Coen brothers' film didn't garner overwhelming critical praise or generate impressive ticket sales. Over time, though, it's become one of the defining cult movies, with midnight showings where audience members dress as Jeff Bridges' "Dude" and drink White Russians. It's even spawned its own religion: dudeism.

How a failed investment bank almost became the name of a whiskey line

In the fallout of the Great Recession of 2008, Barclays bought several assets from the failed investment bank Lehman Brothers in a fire sale and maintained the company's trademark, despite the bank's collapse. Tiger Lily Ventures attempted to launch a whiskey line parodying the name, but the product was rejected in court due to questions over Barclays' maintenance of the trademark.

Pop Mart is the company behind the viral Labubu toy craze

Labubus, the Chinese collectible toys, are being heralded as the next Beanie Babies. Pop Mart, the company behind the Labubus, is using a few psychological tools to keep the Labubu economy booming.

How Guinness became a social media trend

In early 2024, an unexpected meme emerged on Instagram and TikTok: "splitting the G," where Guinness drinkers would attempt to take a first sip big enough to leave the remaining beer perfectly aligned with the middle of the "G" on a Guinness pint glass. This Vinepair article explores where the trend came from and how it took off.

Disneyland's drinkers once had their own unofficial mascot

Disney has countless subcultures and unofficial fan clubs, including D3, also known as the Disney Day Drinkers. Founded in 2021, the club began informally meeting near a trashcan, nicknamed Binny, in Disney World’s Epcot park … until it mysteriously disappeared in 2023.

Oktoberfest generates over $1B every year

As one of the largest festivals in the world, Oktoberfest is an economic mainstay for Munich. Analysts estimate the annual beer fest contributes at least $1.4B in revenue to the city alone, accounting for roughly 2% of the city's gross domestic product.

Virtually tour 10 of America's oldest bars

If you’re the type of person who hunts for authenticity in everything you do, then you probably spend a fair amount of time looking for the first and original. Why settle for any less in your bar choices? We dug through records, spoke with local historians and fact-checked promotional material to bring you the ultimate original bar list: The oldest bar in every state.

The Oktoberfest taste test

Wondering how the different Oktoberfest beers stack up? This article dives into the six official beers you’ll find at the festival. Each one has a write-up that includes a bit of history, tasting notes, and thoughts on where and when you might enjoy drinking it.

Champagne has a rich history in hip-hop

The drink is both aspirational and a bragging right. Famous artists name-check brands like Cristal, and up-and-comers long for the day when sparkling wine will flow like water. The trend traces back to the early 1990s and Branson B., “hip-hop’s unofficial sommelier.” The Harlem-based artist would bring bottles of his favorite bubbly to parties, celebrations, and, crucially, recording studios, where friends like the Notorious B.I.G. were laying down some of rap’s foundational tracks.

Every Oktoberfest starts with a tap

Crowds rush excitedly toward the tents to count down to the ceremonial first tap, with the mayor declaring “O’zapft is!” This short documentary walks you through the tradition at the 2019 festival. Don’t miss the impressive shots of servers carrying dozens of beer steins at once to their thirsty patrons. Prost!

Check out the records stocked in the jukebox at the Stonewall Inn, the bar responsible for modern Pride celebrations.