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Chip Shots

The Anheuser-Busch Beer Academy: The 8th Wonder of the World

One of the coolest places you never heard about is hidden away on the third floor of a nondescript office building in downtown Arlington Heights, Illinois. If the public knew it existed beer drinkers from around the world would make pilgrimages to it and consider it the holiest spot on the planet.

The Anheuser-Busch Beer Academy was created so A-B could help their wholesalers, retailers and locations sell more beer.

And the way they do it is pure genius.

A-B created 3 different drinking establishments – an American sports bar, an English pub and a Mexican cantina – all as authentic as any you’ve ever hoisted one at. If one were brought in blindfolded, and then told to open their eyes, they would swear they were transported to Chicago, London or Tijuana.

Then A-B populated them with all the cool stuff you would expect to find in such places: goofy piñatas, sombreros, police call boxes, stuffed grizzly bears, pool tables and, of course, Silver Strike Bowling and Golden Tee Golf games.

“We want everything to be as real as possible,” said Jeff Shand, Beer Academy manager. “And Silver Strike and Golden Tee are as authentic as it gets.”

They even added a 150-person theatre so the business guys can do presentations and demonstrate how best to market A-B’s products. It’s absolutely surreal.

“I’ve been to the Beer Academy numerous times,” said Gary Colabuono marketing director for Incredible Technologies. “I’ve decided to sell my house and live there.”

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