Busch...the official beer of cowboys. Apparently.
(I apologize for the YouTube embed being a little off-kilter - not sure what's up with that.)
It's ironic that Coors, which is a beer that actually came from the mountains, didn't turn back to that image until much later. Busch, of course, is a beer that comes from St. Louis - which is not anywhere near a mountain that I know of.