Brewery Lights: 41st season adds themed nights and new VIP rooms

Anheuser-Busch St. Louis Brewery is reopening its annual holiday display on November 21, 2026. The event, which marks its 41st year, will run through December 26. This season introduces four specific themed nights for Fridays and a new indoor VIP experience. The brewery also unveiled a restored animated sign that stands 215 feet above the campus.

General admission costs $12 and includes a complimentary beer for guests 21 and older. Children ages 5 and younger enter for free. A new nightly happy hour runs from 5:00 to 6:00 p.m., offering 25 percent off beer purchases. The Budweiser Clydesdales parade through the grounds at 7:30 p.m. each event night alongside a marching band, trolley, and carolers.

The four themed Fridays begin on November 27 with Friends and Family Night, which offers a buy 10, get one free ticket deal. December 4 is Ugly Sweater Night, where the first 100 guests 21 and older receive a limited-edition giveaway. Carol-oke Night on December 11 features holiday karaoke. Vintage Bud Night on December 18 celebrates the brand’s 150th anniversary with $1.50 Budweisers and merchandise for the first 100 adult guests.

Scott Smith, director of Brewery Experiences at Anheuser-Busch, describes the new Bevo VIP experience as a way to slow down and savor the season. This 21-plus option takes place in a historic private event room. It includes cocktails, hors d’oeuvres, live music, comfortable indoor seating, and private restrooms. Smith notes that this space is only open to the public during the holidays.

The Bevo VIP also includes a passport activity. Guests must visit four attractions on the brewery grounds to earn a 25 percent discount at the gift shop. An additional discount is available through social media. Families can also reserve a VIP Fire Pit Fun Package. This includes a private fire pit, s’mores, food, and a heated hospitality tent.

The festival returns the animated A & Eagle sign to the campus. The restored structure is visible near the Clydesdale area. It serves as a visual marker for the company’s history and its investment in the local manufacturing sector. The sign makes its first appearance during this holiday season.

Drive-through nights are scheduled for December 27 through December 30. These sessions allow visitors to view the holiday lights without leaving their vehicles. The 2026 season features fewer available nights than previous years. A $25 Flex Ticket allows entry on any operating night, provided regular tickets are sold out.