Bitter Brew: The Rise and Fall of Anheuser-Busch and America's Kings of Beer (50 page)

and bottled water, 223–24

and Budweiser (
see
Budweiser beer)

and Cardinals, 60, 62–65, 99, 142, 271–72

competition of, 31, 32, 39, 48–49, 51, 65, 75–76, 78, 95, 105–6, 116–17, 124–25, 126, 127, 135–36, 159, 163–72, 176, 180, 191, 192, 227, 259, 265–66, 268, 296–97, 300–302, 313, 361

corn syrup produced by, 222

corporate reorganization of, 180

and cost-cutting, 6, 128–29, 319–20, 334–36, 359, 360–63

and craft unions, 158–59

decline of, 302–3, 323

development of, 2–3

distributors of, 2, 38, 39, 222, 224, 257, 277, 284, 302, 320, 322, 325

drug policies in, 230, 275–76, 289–90

and end of Prohibition, 9–14, 31–32

endurance of, 3, 29, 31

executive bonuses, 359–60, 362

expansion of, 39, 50, 51, 76, 102–3, 180–81, 221–25, 239, 241, 272, 297–98

as family business, 2–3, 27, 33, 50, 73, 99, 119, 234, 254, 295, 330, 333

in Great Depression, 13, 29, 32, 39, 150, 358

internal investigation in, 229–35, 238, 239

and international markets, 297–300

market share of, 95, 180, 192, 225, 262, 268, 273, 296, 313, 321, 360–61

natural ingredients in products of, 126, 171, 178, 187, 273

and NBWA conference, 1–2, 6, 322–23

political action committee of, 161–62

production of, 3, 18, 22, 39, 78, 102, 103, 115, 124, 164, 262, 296

profits of, 41, 78, 116, 124, 127, 141, 296

and Prohibition, 25–26, 28–32, 38, 358

and the public good, 41, 98, 99, 306–7, 335, 362–63

public relations events, 81–82, 93, 98, 115, 179–80, 296

security staff of, 211, 219, 289

sports sponsorships of, 165–69, 176, 179, 191, 192, 273, 335

stock price of, 2, 126, 127, 141, 142, 192, 296, 311, 314, 320, 324

stock shares in, 16, 22, 33, 50, 140, 161, 251, 266, 325, 333, 359

strategy committee of, 261, 264, 298

and strikes, 103–5, 115, 122–23, 157–64

succession in, 6, 119, 129, 134, 138, 140, 141, 249, 254–55, 311–13

as takeover target, 2, 6, 300, 313–14, 317–21, 324–30, 331–36, 338, 359

and teamwork, 164

vertical integration of, 17, 38, 39

in wartime, 25, 46–47

Anheuser-Busch Beverage Group, 223–24

Anheuser-Busch Brewing Association, 16

Anheuser-Busch Companies, Inc., 180

Anheuser-Busch InBev (ABI), 334–36, 339, 359–65

Antarctica brewery, 297, 299

Anti-Saloon League, 23

Asahi Brewery, 254

aSante flavored water, 223

Ashcroft, John, 250

ATF (U.S. Bureau of Alcohol, Tobacco, and Firearms), 170, 171, 227

Aulbert, Charlie, 91

Bacardi Silver, 300–301, 313

Bagwell, Steve, 340, 344

Baker, Rev. Purley, 23

Ballygowan Spring Water Company, 223

Barhorst, Art, 159, 160

Barker, Ma, gang of, 150

Baron (Clydesdale), 191

Baskowitz, Robert Jr., 148

Bass Ale, 298, 313

Bavarian Brewery, 16

Baybry's Champagne Coolers, 223

Becker, Tom, 348, 353

Beck's brewery, 298, 313

beer

aging process of, 14, 32, 39

alcohol content of, 187

artificial ingredients added to, 116, 124–25, 127, 143–45, 169, 178

as beverage of moderation, 20–21

competition, 116–17, 168–72, 192, 259, 313

consumption of, 18, 22, 47, 48, 115, 127, 221, 225–26, 256, 296, 313

date codes of, 185–86, 248

dry, 253–54, 258

Great Beer War, 192

heavy users of, 227

“hoppiness” of, 187

ice, 261

industry employment, 39

industry regulations, 38–39

international bitterness units (IBUs) of, 187–89

light/lite, 168, 170, 176, 183–84, 187

local and regional breweries, 116

microbreweries, 313

as national drink, 18

natural ingredients in, 126, 169–71, 178, 187, 273, 365

pasteurization of, 17

production of, 115–16

refrigeration of, 17

sales of, 2, 31, 59

tastings of, 184–86, 187–89

taxes on, 38, 39, 258

twenty-one-to-thirty-year-old market, 256, 259, 262, 267

twenty-one-to-twenty-four-year-old market, 225–26

and underage drinkers, 304–6, 321

in wartime, 25, 46, 51

Beer Institute, 4

Belleau Farm, 33–34, 42, 52, 78, 86, 156, 251

Bennett, Tony, 125

Benson, Ron, 197–98, 199, 200–205

Benton & Bowles, 265

Berger, Jerry, 255, 339, 344

Berlin, Irving, 9

Berninghaus, Oscar E., 252

Bevo, 29

Big Eagle
(yacht), 286, 289

Bismarck, Otto von, 21, 24

Blatz brewery, 3

Blunt, Matthew, 329

Bommarito, Vince, 107

Bond, Christopher “Kit,” 329

Bong Yul Shin, 321

Boston Red Sox, 95

Bourke-White, Margaret, 66

Brahma brewery, 299

Brazil, breweries in, 297, 298–300

Brewing Industry Inc., 39

Bridle Spur Hunt, 35–36, 294

Brito, Carlos

and A-B distributorship, 320

and A-B takeover, 334, 359–60

and cost-cutting, 319–20, 336, 359, 360

and Fourth, 320, 323, 327–29, 332

as InBev CEO, 319, 359

and loss of market share, 360–61

offer to A-B, 328–29, 330, 331, 333, 334

stock options and bonuses to, 359–60

and zero-based budgeting, 319

Brock, Lou, 80–81, 96, 174, 244

Broglio, Ernie, 80

Brooks, Mike, 185, 186, 262–65, 270, 273

Brune, Matt, 347, 350

Brynner, Yul, 72

Buchmiller, Judy, 255, 278, 307, 351–52

Buck, Jack, 272

Bud Dry, 253–54, 255–56, 258

Bud Dry Draft, 254

Bud Extra, 321

Bud Ice Draft, 261

Bud Light

ads for, 190–92

development of, 187–90, 363

idea of, 183–84

promotion of, 168

rollout of, 190–92

sales of, 225, 227, 258, 268, 300, 361

tasting of, 184–86

Bud Light Lime, 321

Bud Light Platinum, 361

Bud.TV, 315–16

Budweiser beer

ads for (
see
advertising campaigns)

brewing process for, 116, 125, 127–28, 144, 358

and competition, 49, 75–76, 136, 165, 268, 300, 313, 361

customer loyalty to, 20

distribution of, 17

and InBev takeover, 328, 329

label of, 24

licensing agreement, 360

as national brand, 17

as number-one-selling beer, 3, 11, 39, 225, 268

nonalcoholic form of, 29

purity/quality of, 26, 39, 116, 124, 126, 127, 144, 145, 165, 185, 297

recipe for, 16–17, 32

sales of, 3, 11, 24, 32, 51, 59, 70, 95, 175–76, 258, 262, 321, 360

tradition of, 189

in wartime, 46

Budweiser Select, 366

Buford, Tony, 51, 79

Buholzer, Willy, 51–52

Buoniconti, Nick, 179

Burkle, Ron, 283–84, 285, 340, 344

Burnes, Bob, 111

Busch, Adolphus, 173, 358

A-B founded by, 2, 231

and ads, 19–20

arrival in U.S., 15, 35, 331

brewery business of, 16–22, 38

and Clydesdales, 11

and competition, 49, 51

death of, 22, 28

estate of, 22–23, 33

influence of, 42–43, 45, 50, 99, 272–73

inspections by, 11

marriage to Lilly, 16

and Prohibition, 20–22

public image of, 19, 41

standards of, 27, 32, 75

wealth of, 18, 22–23, 33, 251

Busch, Adolphus III, 2, 10

as A-B president, 34

death of, 49

and Prohibition, 26, 29, 38

and stock shares, 33

and tainted beer, 47–48, 50

Busch, Adolphus IV

and August IV, 294–95, 338

and Billy's brewery, 364

birth of, 68, 72

childhood of, 73

and Christina's death, 131, 134

and Gussie, 137, 138–41, 153–54, 249, 251, 260

and InBev takeover, 325–26, 332

and Leeker shooting, 147–49, 151

Busch, Alice (Gussie's sister), 78

Busch, Alice Ziesman (Gussie's mother), 48, 68, 77–78

Busch, Andrew (Gussie's son)

and A-B sale, 332

birth of, 72

and car accident, 130

and Gussie, 139, 156, 245, 251

and property, 251, 364

Busch, August Anheuser Sr. “August A.,” 27–34, 173, 231

death of, 32–33, 48, 249

estate of, 33–34, 67, 364

and Great Depression, 358

influence of, 42, 99

and inspections, 11

and Prohibition, 10, 25, 26, 30–31, 180, 358

and social clubs, 36–37

standards of, 32

and stock shares, 22

and World War I, 24

Busch, August Anheuser Jr. “Gussie,” 35–43, 231, 357–59

A-B positions of, 34, 38–39, 49–56, 71

aging of, 95, 99, 100, 117, 129, 134, 136, 138, 153–54, 180, 193, 243–45, 247–49

and Cardinals, 59–65, 71, 80–81, 95–99, 108–13, 122–24, 137, 142–43, 174–75, 192–93, 243–44, 334, 358

charitable works of, 98, 99

and Christina's death, 131, 133–34, 358

and Clydesdales, 11, 71, 152, 244, 250, 358, 362

and competition, 49, 51, 75, 78, 106, 117, 124–25, 127

and cost-cutting measures, 128–29

death of, 249–51

and divorce, 54–55, 57, 68, 78, 121, 153–56

early years of, 35–36

empire of, 78–79

and end of Prohibition, 10, 12–14

estate of, 138, 251–52, 364

and expansion, 102–3, 222, 272

and family, 42–43, 71, 72–75, 78, 261

forced out, 135–43, 154, 177, 239, 249, 292

and hunting, 37, 38, 117, 294

and labor unions, 105, 108–9, 122–23

and Leeker shooting, 148–49, 152, 153

marriage to Elizabeth, 37

marriage to Marie, 35, 36, 37

marriage to Trudy, 57–58

and media, 118–19, 122–23, 127–28, 140–41, 175, 249, 357–58

and modernization, 118–19

office of, 173, 336, 337–38

and politics, 78–79, 120–21

and Prohibition, 26, 29, 38

and the public good, 41, 64, 77, 98, 306

reputation of, 5, 41–42, 50, 65–66, 71, 82–83, 97

standards of, 75, 124–25, 127–28, 129, 145, 358

and stock shares, 33, 68

and succession, 119, 129, 134

and tainted beer, 47–48

and theme parks, 76–77, 119–20, 124, 335

and Uihlein family, 117, 145

in wartime, 47, 51