Beer brewer Anheuser-Busch is licensing its brand for a restaurant for the first time.
The eatery will be located in the new Ballpark Village development next to Busch Stadium in St. Louis, Mo.
The licensing and sponsorship agreement with the St. Louis Cardinals and the Cordish Companies, a Baltimore-based development company, will include a 25,000-square-foot restaurant with German-inspired cuisine, more than 100 global beers on tap, and an outdoor beer garden, developers said.
In addition to providing a strong brand identity, the concept fits well into the growing “brewhouse” segment, said Ron Watermon, director of public relations and civic affairs for the St. Louis Cardinals LLC.
“Our investment in Ballpark Village is the next chapter in a long and storied history between Anheuser-Busch, the Cardinals and the city of St. Louis,” Luiz Edmond, North American president, Anheuser-Busch InBev, said in a statement. “Not only will Ballpark Village enhance the way St. Louisans enjoy their city, but it will be the first impression many visitors get of downtown. We’re proud to help bring this vision to life.”
The Anheuser-Bush restaurant is one of three anchors in the $100 million first phase of Ballpark Village, revealed this week. The new development will also include Cardinals Nation, which is open year-round and covers more than 30,000 square feet and three levels with a restaurant, museum and seating overlooking the stadium, and the St. Louis Live Entertainment Plaza.
“Anheuser-Busch and the Cardinals are not only two of the most recognizable brands in the world; they are also both St. Louis institutions,” said David S. Cordish, chairman of the Cordish Companies.
The construction on Ballpark Village, which will span seven city blocks and about 10 acres, is expected to begin later this year, company officials said. The privately financed Busch Stadium opened in 2006.
Cordish Companies’ entertainment and mixed-use projects include the Kansas City Power & Light District in Missouri, the Louisville Fourth Street Live in Kentucky, and The Power Plant & Pier IV in Baltimore.