A significant portion of the exhibit will be devoted to the rise of the early beer barons and today's national brews. Attention to some of the United State's brewing centers, such as Milwaukee, St. Louis, Chicago, Cincinnati, Detroit, Buffalo, Pittsburgh, Newark, San Francisco, New York City, Brooklyn, Denver and New Orleans, will also be represented through photos and texts.

A significant era in American beer history is Prohibition. The historic significance of the "noble experiment" and how it affected the brewing industry will be examined in this portion of the museum. Visitors will learn of how some breweries were able to remain in business during this period of American history by turning their manufacturing plants from breweries into factories producing ice cream, candy, soft drinks, yeast, malted milk, "near beer," industrial alcohol, and even hams. This portion of the exhibit will also look at other historical efforts to regulate the consumption of alcoholic beverages, and their political, social, and cultural results. How immigrants, such as the Irish and German, were affected by temperance reforms, will also be considered.

The "culture" of beer will also be explored, including the world of beer collectibles and the rise of display advertising, starting from the industry's origins in Ohio in the 1880's, and how it evolved as a medium. Beer has long been identifi ed with sporting events, political rallies, and social events. In addition to the "excitement" modern advertisement associates with beer, this exhibit will allow visitors to learn of the social responsibility and safety consideration that go must go along with alcohol consumption in our society.