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Anheuser-Busch's Historic St. Louis Taverns

Categories: Architecture

NaffzigerBevo.jpg
All photos by Chris Naffziger
The Bevo Mill, along with other Anheuser-Busch restaurants, tried to make drinking family-friendly.

Anheuser-Busch faced a new threat at the dawn of the twentieth century. For decades, the venerable brewery on Pestalozzi Street had battled rival brewers such as the Lemps, but its new enemy didn't brew beer. Quite to the contrary, the Temperance movement sought the annihilation of beer in St. Louis and the entire country. August Busch correctly predicted that the goal of the anti-alcohol zealots, Prohibition, would prove to be the greatest existential threat to the future of his brewery.

NaffzigerStorkTower.JPG
The half-timber construction popular with A-B restaurants.
For most of the history of America, drinking alcohol in public remained a strictly male pastime. Saloons served as gathering places for men supposedly neglecting their familial duties after work. Busch realized the consumption of alcohol in St. Louis needed a public-relations makeover; ever the hustler, he tackled the challenge with the Busch characteristic need for innovation. First, he began to promote the corporate icon of the Feasting Fox, or Bevo, from traditional German myth. Likewise, also looking back to the Old Country, Anheuser-Busch sought to redefine public drinking in America with a series of "family-friendly" drinking establishments.

See also: Mausoleums Recount St. Louis Beer War Between Rival Clans -- Lemps and Wainwrights

Borrowing from German half-timber construction, or fachwerk, the new restaurants sought to not only to project a more wholesome image, but also to embrace Busch's European heritage. The new restaurants abandoned the dark interiors of saloons, substituting them with bright, light-filled interiors and hearty German meals. Placed in strategic locations throughout the rapidly expanding Dutchtown and Bevo neighborhoods, the heart of German St. Louis, Anheuser-Busch began its most daring experiment in community relations.

NaffzigerFox.jpg
The Feasting Fox on the side of the Anheuser-Busch Brewery.

Continue to read more about Busch's new restaurants.


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10 comments
stlmixtapeclub
stlmixtapeclub

I'm confused about the mention of the traditional German myth of the feasting fox, or bevo. Since the writer did not explain it after mentioning it I googled it and found this to be the only mention. Does anyone know what the author meant by that?

Renate Kheim
Renate Kheim

This is such a St.Louis Icon and has so much history. It is a shame,that the city does not have the interest and have it again as a German restaurant. The last owners,who had it as a German restaurant,did an excellent job. The city was settled by Germans and there are not more German restaurant.

Constance Cafazza
Constance Cafazza

St. Charles might welcome you with open arms. You should definitely go there!

Couch Pig
Couch Pig

they have taste of st charles now...It will be a blast also..It is much cleaner and safe in St charles/Chesterfield

Constance Cafazza
Constance Cafazza

I LOVE the Bevo Mill! They have a "German night" every third Friday night of the month - it's a blast! LIve music, German buffet and local beer.

Rachel Davidson
Rachel Davidson

Michelle, personal responsibility is not tolerated on RFT.

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