Busch exists to champion the everyman, celebrating those who stay true to their name, without getting caught up in the pretension of the culture they find themselves in. That's why in 2019 we created a pop-up shop the Busch Way; in the middle of a forest, only reachable by hiking with unlimited edition merch and beer. We dropped clues to the secret location on social and invited thousands of people to stop by.
For years Busch has sponsored NASCAR driver Kevin Harvick. But Harvick's biggest rival happens to have the same surname as their beer. To prove Busch is the best sponsor in NASCAR and clearly understands the fans' love of the sport, we convinced them to change their name to Harvick for the 2019 Dover race.