Read Bitter Brew: The Rise and Fall of Anheuser-Busch and America's Kings of Beer Online
Authors: William Knoedelseder
Tags: #Biography & Autobiography, #History, #General, #Business & Economics, #Business
wealth of, 66, 68, 358
as womanizer, 37, 38, 54, 79â80
Busch, August Anheuser III, 3, 85â94
A-B positions of, 85, 88, 89â90, 91â94, 99â108, 124, 129, 221, 239, 273â74, 284, 291, 296, 312â13, 316â18
and ad campaigns, 177â78, 263â66, 274
aging of, 291
auto accident of, 87
and competition, 135â36, 165, 169, 172, 265â66, 296
and the “Dawn Patrol,” 135, 136
and divorce, 107â8
and drugs, 230, 275â76, 289â90
and expansion, 221â25, 239, 241, 297â98
forcing his father out, 135â43, 239, 249, 292
and his father, 55â56, 57, 85â86, 89â90, 93, 100, 105, 117â19, 129, 173â74, 248â49, 251, 252, 260, 283, 316â18, 327, 337
and hunting, 86, 89, 260
and InBev takeover, 313â14, 317, 319, 332, 334
and international markets, 297â300
and labor unions, 88, 103â5, 157â64
and Lake of the Ozarks, 280
management team of, 100â102, 115, 117â19, 129, 134â35, 137, 172, 190, 283
marriage to Ginny, 173
marriage to Susie, 92, 106
and media, 87, 93â94, 172, 216, 237â38, 239, 240â41, 268â70, 276, 290, 291, 292, 295, 296
and personnel firings, 238â39
in recent years, 356
and Republican Party, 120
reputation of, 5, 91, 296
and son's auto accident, 5, 200â203, 260
and son's car chase, 212, 213, 214, 215, 216â17, 218â19
and son's privileges, 6, 207, 212, 256, 261â62, 294â95, 300
and succession, 119, 135, 136, 139, 254â55, 260, 269, 291, 295, 311â13, 356
as taster, 184â86, 187â89
and Trudy (stepmother), 85, 86
and Waldmeister, 89
wealth of, 6, 312, 359
womanizing and fast living, 88, 89, 277â78
Busch, August Anheuser IV “Fourth”
at A-B, 234, 254â63, 268â70, 281, 282â85, 290, 291â92, 294, 300â303, 306, 307â8, 316, 338â39
and ABI, 338â39, 359
and ad campaigns, 262â63, 264, 269â70, 282, 285, 300, 315
and auto accident, 5, 195â206, 215, 260, 270, 293, 294
birth of, 92
and Blue Ocean, 325â26
and car chase, 209â19, 277, 294
as CEO, 6, 309, 311â13, 316, 320, 324, 326â27, 334
descent of, 6â7, 322â23, 338â56
and drugs, 5, 7, 201, 208, 279, 281, 289â90, 294â95, 308, 317, 340â41, 343, 354
fitness for the job, 6, 259â60, 284, 285, 292, 295, 302, 311â12, 318, 319, 320â21, 322â23
and guns, 7, 199, 212, 281, 309, 339, 341â44
and Gussie, 113, 139, 252
and his father, 6, 107, 113, 259, 260â62, 268â70, 277, 283, 285, 293â95, 307, 312â13, 316â17, 326â27, 339, 352, 356
and InBev takeover, 313â14, 317â21, 323â28, 332â35, 338
leaving the company, 354
management team of, 262, 277, 305, 315, 317, 325â26
marriage and divorce, 307, 308â9, 322, 338
and media, 205, 212, 213, 255, 258, 259â60, 269â70, 291â94, 350, 351â54
and “millionaires' boys club,” 207â8, 277
at NBWA conference, 1â7, 322â23
as party animal, 5, 196, 207â8, 217, 256â57, 258, 276â90, 292, 294, 307, 322, 344, 345, 349, 351
public image of, 5, 205â6, 220, 269â70, 281, 351, 354
and succession, 254â55, 291, 293, 295, 309, 311â13
and traffic tickets, 219
wealth of, 6, 335, 339, 340, 355, 359
Busch, Beatrice (Gussie's daughter), 68, 72, 153, 156, 251, 364
Busch, Billy (Gussie's son), 245â48
birth of, 72
brewery of, 364â66
childhood of, 73, 74, 75, 86â87
and Christina's death, 130â31, 134
and Gussie, 139, 153, 156, 249, 251
and InBev takeover, 332, 333, 364
Busch, Carl (Adolphus's son), 22
Busch, Carlota “Lotsie” (Gussie's daughter), 48, 57, 68, 72, 92
birth of, 37
childhood of, 42
and Elizabeth, 38, 88
and Gussie's will, 252
taking sides in succession move, 138â39, 143
Busch, Christina (Gussie's daughter)
birth of, 72
death of, 130â31, 133â34, 141, 358
grave of, 250
and kidnapping threats, 151
Busch, Clara (Adolphus's daughter), 22, 37, 177
Busch, Elizabeth (Gussie's daughter), 42, 55, 57, 138, 143, 252
Busch, Elizabeth Overton (Gussie's second wife)
death of, 88
estrangement and divorce, 38, 48, 54â55, 68, 78, 121
health problems of, 37â38
marriage of Gussie and, 37
Busch, Gertrude Buholzer “Trudy” (Gussie's third wife), 51â55, 77, 358, 364
children of, 72â74, 134, 251
and Christina's death, 131, 133, 134
and divorce, 153â56
as equestrian, 72
and Gussie forced out of A-B position, 136, 137â38, 143
and Gussie's death, 249
and household management, 53, 66, 68â70, 72â73, 129, 357
marriage of Gussie and, 57â58
and religion, 133â34
Busch, Gertrude “Trudy” (Gussie's daughter), 72, 153, 156, 251, 364
Busch, Kathryn Thatcher “Kate” (August IV's wife), 4, 307, 308â9, 322, 338, 351
Busch, Lilly Anheuser (Adolphus Sr.'s wife), 19, 36
children of, 18, 22
in Germany, 23â24
marriage of Adolphus and, 16
and stock shares, 22
and World War I, 24â25
Busch, Lilly Marie (Gussie's daughter), 37, 57, 72, 138, 252
Busch, Margaret Snyder (Gussie's fourth wife), 181, 250
Busch, Marie Christy Church (Gussie's first wife), 35, 36, 37
Busch, Nellie (Adolphus's daughter), 22
Busch, Peter (Gussie's son), 364
at A-B, 234
birth of, 72
and Gussie, 139, 156, 251
and InBev takeover, 332
and kidnapping fears, 150â51
and Leeker shooting, 147â53, 200, 215
Busch, Scarlett (Billy's daughter), 245, 246â47
Busch, Steven August (August III's son), 173, 252, 260, 293, 356
Busch, Susan (August III's daughter), 107, 234, 252, 356
birth of, 92
and Fourth, 269, 340, 342
Busch, Susan Hornibrook “Susie” (August III's first wife), 307
and Caray, 106â7
and divorce, 107â8
and Fourth, 206, 216, 286, 340, 342
marriage of August III and, 92
Busch, Virginia Marie (August III's daughter), 173â74, 252, 356
Busch, Virginia Wiley “Ginny” (August III's second wife), 173, 216, 307
Busch, Wilhelmina (Adolphus's daughter), 22, 51
Busch Bavarian brand, 89
Busch Entertainment, 335
Busch family
and baseball, 65
and beer, 15
brewery of, 2â3, 27, 33, 50, 73, 99, 119, 234, 295, 330, 333
and end of Prohibition, 14
endurance of, 3, 358
food fights of, 96
and guns, 149â52
and Gussie's death, 249â52
and Gussie/Trudy's divorce, 156
as immigrants, 3, 15, 36
and InBev takeover, 325â26, 332â33, 336, 364
kidnapping fears of, 150â51, 215
media stories about, 66, 87, 98, 152, 247
properties of, 18, 27â28, 33â34, 37, 48, 67â71, 78, 79, 86, 89, 156, 251â52, 294, 357â58, 364
public image of, 3, 215, 365
security officers for, 211, 219
socializing, 70, 96, 99, 275, 280
sons learning the business, 27, 88, 138, 254â55, 260, 295
and stock shares, 33, 325, 333
taking sides in succession move, 138â41, 249
ties to Germany, 24
and tourism, 70â71, 74, 76â77, 364
traditions of, 99, 364
wealth of, 3, 26
and World War I, 23â25
Busch Gardens, Tampa, 76â77, 335
Busch Gardens Houston, 120, 124
Busch's Garden, Pasadena, 18
Busch-Sulzer Brothers Diesel Engine Company, 24
Busch-whacker
(Flying Fortress), 46
“Buschy” showiness, 19, 33, 62
Califano, Joseph, 303
Campbell Soup, 176, 178
Campbell Taggart, Inc., 222, 224, 263, 272
Capone, Al, 25
Caray, Harry, 79, 106â7, 111â12
Carberry, Cardinal John, 133
Carlton, Steve, 122, 123â24, 174, 244, 358
Carnegie, Andrew, 15, 18
Carpenters, 125
Carson, Johnny, 263
Chappaquiddick Island, 204
Chicago, as “beer city,” 12
Chicago Cubs, 61
China, breweries in, 297
Choate, Mark, 262, 266
Chouteau, Rene Auguste, 35
Claggett, Charlie, 266
Clark, William, 35
Clayton-Sherman antitrust laws, 62
Clifford, Clark, 141â42
Clydesdales
in A-B ads, 14, 191â92
and beer deliveries, 12, 14
costs of, 99, 117
getting rid of, 361â62
and Gussie's funeral, 250
and public relations, 103, 193, 244, 272, 285, 308â9, 361â62
purchase of, 11, 358
shooting of, 152
and tourism, 71, 76, 77, 82
Coca-Cola, 176, 228
Colt firearms, 153
Columbus, Ohio, A-B in, 102â3, 115
Connally, John, 121
Conrad, Carl, 16â17, 22
Coolidge, Calvin, 30
Coors, Adolph III, 63, 151
Coors, Adolph Jr., 151
Coors, Peter, 192
Coors brewery, 3, 116, 151
as Miller Coors, 2, 318
as Molson Coors, 2, 298, 318
Coors Light, 361
Corona Extra, 259
Cosell, Howard, 113
Couch, George, 91, 125â26
Crosby, Norm, 179
Cuomo, Andrew, 321
Custer's Last Fight
(Adams), 19â20
Damon, Matt, 315
D'Arcy, MacManus, Masius Advertising, 167, 176â79, 262, 264â66
DDB Needham, 267
Declaration of Independence, 26
Dent, Frederick, 27, 28
Devine, Bing, 80â81
Dewey Stevens Premium Wine Coolers, 223
Diät Pils, 253
DiMaggio, Joe, 250
Dirksen, Everett, 64
Durocher, Leo, 81
Eagle Snacks, 221â22, 224, 272
Eagleton, Mark, 121
Eagleton, Tom, 121
Eby, George “Larry,” 354, 355
Eighteenth Amendment, 10, 25, 31
Eliot, T. S., 331
Exploration Cruise Lines, 224â25
Falstaff beer, 31, 59, 79
Famous-Barr stores, 330
Federal Alcohol Control Administration (FACA), 38
Federal Reserve System, 40
Federal Trade Commission (FTC), 168, 169, 170, 171
Federated Department Stores, 330
Fernandez, Carlos, 333, 334
Finnessy, Shandi, 279, 307
Fleishman, Al
and A-B succession, 140, 141
and August III, 57, 93
and Cardinals, 58, 60â61, 63, 64, 109, 111, 123
and competition, 127
and Gussie, 357
and Leeker shooting, 148, 149
Fleishman-Hillard, 276, 305