Anheuser-Busch Debuts ComBar Mobile Bar Made From Combine Harvester

Anheuser-Busch has launched the “ComBar,” a 10-ton mobile bar built from a combine harvester, according to company details. The 400-plus-square-foot installation is touring the U.S. this summer to promote the “Choose Beer Grown Here” initiative and highlight the role of American farmers in beer production.

Where is the ComBar touring this summer?

The mobile installation is scheduled for multiple nationwide stops. According to the company, the ComBar will be in Des Moines for the Iowa State Fair from Aug. 17–23.

Following the Iowa stop, the bar is scheduled to appear in Boone at the Farm Progress Show from Sept. 1–3.

Did You Know? The ComBar is a massive structure, weighing 10 tons and spanning over 400 square feet.

Why did Anheuser-Busch create the ComBar?

The installation serves as a physical extension of the “Choose Beer Grown Here” initiative. Anheuser-Busch stated the goal is to highlight the specific role U.S. farmers play in the production of beer.

By converting a piece of agricultural machinery into a service point, the company links the final product directly to the harvesting process.

Expert Insight: Samantha Carter notes that utilizing a 10-ton combine harvester as a brand touchpoint creates a tangible connection between industrial agriculture and the consumer. This strategy may shift the perception of beer from a processed beverage to a farm-grown product.

What could happen as the tour continues?

The company may use the tour to gather consumer data on the “Choose Beer Grown Here” messaging. This could lead to further agricultural-themed marketing campaigns.

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Depending on the reception at the Iowa State Fair and Farm Progress Show, Anheuser-Busch is likely to evaluate the viability of similar mobile installations for future product lines.

Frequently Asked Questions

What is the ComBar?
It is a 10-ton, 400-plus-square foot mobile bar constructed from a combine harvester.

When will the ComBar be in Boone, Iowa?
According to Anheuser-Busch, it will be at the Farm Progress Show from Sept. 1–3.

What is the purpose of the “Choose Beer Grown Here” initiative?
The initiative aims to highlight the role of U.S. farmers in the production of beer.

Do you think agricultural-themed marketing increases consumer interest in local sourcing?