Tour-goers also get two chances to taste the beer. They can sample free beer during the Brew House visit as well as at the end of the tour. A-B began rolling out the changes within the past two weeks.

A-B has offered tours of its St. Louis brewery since the 1904 World’s Fair was held here, and it’s among the region’s largest tourist attractions. Each year, 350,000 visitors stop by the brewery’s tour center south of downtown, and Mize said the changes to the tours were being made to increase that number.

“Our goal is to grow our attendance,” Mize said. “We’re trying to really offer something for everybody.”

A new 75-minute “day fresh” tour that costs $10 for adults 21 and over includes the brewery’s free tour, and visits to the Bevo packaging facility and beechwood aging cellars. The tour, with a maximum of 30 people in each group, is $3 for those ages 3-20, who receive a “small novelty item”; and free for those under 3.