# Experiential Beer Lounges The Budweiser Beer Garage is the Latest SXSW 2016 Activation from A-B By Rebecca Byers | Published 2016-03-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/budweiser-beer-garage References: [adweek](http://www.adweek.com/video/advertising-branding/how-budweiser-garage-brewed-immersive-experience-sxsw-attendees-video-170177) The [Budweiser](https://www.trendhunter.com/trends/budweiser-campaign) Beer Garage was a creative activation hosted by [Anheuser-Busch](https://www.trendhunter.com/trends/budweiser-beer-battered-cheddar-cheese-curds) at South by [Southwest 2016](https://www.trendhunter.com/trends/getaways-by-southwest). The interactive lounge served as a space in which SXSW attendees could explore various activities and exhibitions, including a VR journey. The Budweiser Beer Garage was hosted at Austin's Ironwood Hall on East Seventh Street during SXSW 2016. The interactive Budweiser Beer Garage experience served as a brand touchpoint where guests could interact with both the product and the story of the brand. Interactive experiences include a 4-D Immersive Reality Budweiser Brewery Tour, which transports attendees to the Budweiser facility in St Louis and provides them with a multi-sensory take combining sight, smell, hearing and vision that highlights the production process. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 88% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Experiential Beer Lounges:** Disruptive innovation opportunity: Creating immersive brand experiences for customers through interactive beer lounges. ### Who This Affects Most - **Alcohol & Beverage:** Disruptive innovation opportunity: Integrating VR technology into alcohol and beverage experiences to engage customers in a unique and interactive way. ## Related on Trend Hunter - [In-Person Gallery Experiences](https://www.trendhunter.com/trends/whataburger-museum-of-art.md) - [Playable Beer Coasters](https://www.trendhunter.com/trends/budweiser-campaign.md) - [Multisensory Beer Events](https://www.trendhunter.com/trends/peroni-nastro-azzurro-1.md) - [Heritage Beer NFTs](https://www.trendhunter.com/trends/beer-nfts.md) - [Nostalgic Infomercial Grill Spots](https://www.trendhunter.com/trends/bud-light-x-traeger-grills.md) - [Sporty Metaverse Bars](https://www.trendhunter.com/trends/miller-lite-super-bowl-lvi.md) - [Phygital Beer Activations](https://www.trendhunter.com/trends/heineken-silver-beer.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Virtual Pub Museums](https://www.trendhunter.com/trends/heineken-pub-museums.md)