When national Prohibition was repealed in 1933, Busch celebrated by presenting his father with a team of Clydesdales and a turn-of-the century beer wagon. The popularity and promotional potential of the hitch quickly became apparent, and soon it became an enduring symbol of company’s quality.

Busch also led efforts to construct the Bevo Mill in St. Louis. This was an effort to convince Americans that beer was not something consumed only in saloons, as promoted by Prohibitionists, but in family-oriented, "respectable" eating establishments as well. The Bevo Mill was one of many efforts to help educate people about beer´s wholesome role in society.