Ambitious Brew: The Story of American Beer (51 page)

[>]
“entire estate”: “Busch Property Seized By Nation,”
New York Times,
June 18, 1918, p. 1.

[>]
“August”: “Mrs. Busch Detained By U.S. at Key West,”
St. Louis Globe-Democrat,
June 18, 1918, p. 1.

[>]
“the person and effects”: Josephus Daniels to [Thomas W. Gregory], August 12, 1918.

[>]
“laid the old lady”: Harry Hawes to Thomas W. Gregory, July 2, 1918, p. 5; File 193959, Box 2925, at AII loc: 230/7/24/6, Department of Justice, National Archives at College Park, College Park, MD.

[>]
“No person in the world”: “Mrs. Busch Vindicated by U.S. Then Released and Starts for Home,”
St. Louis Globe-Democrat,
June 20, 1918, p. 1.

[>]
“From the day”: Quoted in Senate Committee on the Judiciary,
Brewing and Liquor Interests,
736.

[>]
“Enemy Propaganda
”: “Enemy Propaganda Backed By Brewers,”
New York Times,
November 21, 1918, p. 14.

[>]
“Nobody at the meeting”: “Brewers Undecided As to Their Future,
New York Times,
September 10, 1918, p. 17.

[>]
“Give me a chance”: “Busch Offers to Make Plant Munition Factory,”
St. Louis Post-Dispatch,
September 22, 1918, p. 3.

[>]
“our men”: “Brewers in a Quandary,”
New York Times,
September 22, 1918, p. 4.

[>]
“We consider it”: “Announcement by Anheuser-Busch Missouri’s Largest Industrial Institution,”
St. Louis Post-Dispatch,
September 14, 1918, p. 10.

[>]
“false reports and statements”: Ibid.

CHAPTER FIVE

Happy Days?

[>]
“great indoor sport”: August A. Busch, Jr., “As Beer Draws Near,”
American Legion Monthly
14 (January 1933): 20.

[>]
“Business is very, very poor”: Quoted in Michael R. Worcester, “Been A Long Time A-Brewing: A History of the Minneapolis Brewing Company, 1890–1975” (Master’s thesis, Saint Cloud State University, 1993), 79.

[>]
“Wonderful Body Stimulants”: Ibid., 80.

[>]
“sheer nerve”: Alvin Griesedieck,
The Falstaff Story
[St. Louis], n.p., 1951, 81.

[>]
“an outrage”: Quoted in David E. Kyvig,
Repealing National Prohibition,
2d ed. (Kent, OH: Kent State University Press, 2000), 82.

[>]
“Beer for Taxation”: “All-Day Parade for Beer Jauntily Led By Walker; Cheered by Gay Throngs,”
New York Times,
May 15, 1932, p. 3.

[>]
“enemies of society”: Quoted in Kyvig,
Repealing National Prohibition,
166.

[>]
“Beer”: Quoted in “Let Beer Be the Opiate of the People!,”
Christian Century
49, no. 50 (December 14, 1932): 1534.

[>]
“I want it”: Quoted in House Committee on Ways and Means,
Modification of Volstead Act: Hearings on H. R. 13312,
72d Cong., 2d sess., 1932,57.

[>]
“Ho, ho”: “Ruth Pins His Hope of Big Salary on Beer; Sees Ruppert ‘Too Tickled’ to Refuse Demand,”
New York Times,
December 23,1932, p. 24.

[>]
“character”: House Committee on Ways and Means,
Modification of Volstead Act,
41.

[>]
“would not hold anymore”: Ibid., 44.

[>]
“In addition to that”: Ibid., 33.

[>]
“parasitic”: Ibid., 379.

[>]
“We have a large volume”: “Breweries Swamped by Rush of Orders,”
Milwaukee Sentinel,
March 21, 1933, p. 1.

[>]
“[O]rders are piling up”: “Bottles, Kegs and Malt Put Kick in Trade,”
Milwaukee Sentinel,
March 24, 1933, p. 3.

[>]
“It is quite possible”: “City Beer Shortage Feared by Brewers,”
New York Times,
March 26, 1933, p. 1.

[>]
“We have been swamped”: Ibid.

[>]
“no nation ever drank itself”: “Women Warned of Fattening Beer,”
New York Times,
March 18, 1933, p. 2.

[>]
“personal liberty”: “Crowds in Cafes, Hotels Give Beer Rousing Welcome,”
St. Louis Post-Dispatch,
April 7, 1933, p. 2.

[>]
“Mr. President”: “Roosevelt Gets First Cases of Capital’s 3.2 Beer; Gov. Lehman Will Serve the Brew at Albany,”
New York Times,
April 7, 1933, p. 1.

[>]
“Now that beer”: “Mae West Taps Beer Bet and It’s a Draw,”
Milwaukee Sentinel,
April 10, 1933, p. 4.

[>]
“You jumped the gun”: “Plane Rushes Special Cases to Roosevelt,”
Milwaukee Sentinel,
April 7, 1933, p. 1.

[>]
“To President”: Ibid.

[>]
“carnival”: “City Regulations Ready,”
New York Times,
April 6, 1933, p. 2.

[>]
“I have seen”: “Six Big Horses Bring Smith a Case of Beer,”
New York Times,
April 8, 1933, p. 3.

[>]
“We are begging”: “Sunday Beer Is Legal But Supply Runs Low,”
St. Louis Post-Dispatch,
April 9, 1933, p. 1.

[>]
“a foregone conclusion”: Julius J. Schwarz, “Today’s Brewing Industry—A Modern Tower of Babel,”
Brewery Age
2 (April 1934): 35.

[>]
“boys and girls”: Joseph Dubin, “The Interlude,”
Brewery Age
1, no. 11 (November 1933): 7.

[>]
“[v]ery few people”: R. J. Kaye, “Analyze and Dramatize Beer Advertising,”
Brewery Age
1, no. 11 (November 1933): 27.

[>]
“Munich matron”: “Beer With A Collar,”
Business Week
(January 4,1936): 18.

[>]
“We had to forget”: Neil M. Clark,“The Remarkable Come-Back of Anheuser-Busch,”
Forbes
18 (December 1, 1926): 42.

[>]
“a long way”: Ibid., 44.

[>]
“experience on which”: Ibid., 46.

[>]
“sweetness of nature”: “August A. Busch Funeral Is Held at Grant’s Farm,”
St. Louis Post-Dispatch,
February 16, 1934, pp. 1,3.

CHAPTER SIX

“You Have to Think About Growth”

[>]
“so that if the US”: Quoted in John Gurda,
Miller Time: A History of Miller Brewing Company 1855–2005
([Milwaukee, WI]: Miller Brewing Company, 2005): 102.

[>]
“beer should come back”: Ibid., 108.

[>]
“KRUEGER’S”: “Krueger Introduces Canned Beer,”
Modern Brewer
13 (March 1935): 33.

[>]
“When you share”: Advertisement,
Modern Brewery Age
29 (January 1943): 17.

[>]
“The big brewers”: “Small Brewers Scan Wartime Outlook,”
Modern Brewery Age
29 (June 1943): 24.

[>]
“What do you mean”: Quoted in Tim John,
The Miller Beer Barons: The Frederick J. Miller Family and Its Brewery
(Oregon, WI: Badger Books Inc., 2005), 294.

[>]
“streamlined”: “MBA Holds Reconversion Conference,”
Modern Brewery Age
34 (November 1945): 60, 62.

[>]
“blandness”: Robert I. Tenney, “In Beer Character—What Does the Public Want?,”
Modern Brewery Age
46 (December 1951): 30.

[>]
“the dethronement”: “What Has Happened to Flavor?,”
Fortune
45 (April 1952): 131.

[>]
“too bitter and strong”: “Formula for Survival Unfolded at Annual BAA Enclave,”
Modern Brewery Age
50 (November 1953):34.

[>]
“a pale, dry”: Untitled news item,
Modern Brewery Age
47 (April 1952): 67.

[>]
“extra-dry”: Untitled news item,
Modern Brewery Age
47 (March 1952): 82.

[>]
“The full flavor”: “Bock Gets Big Play in February—March Brewery Ads,”
Modern Brewery Age
49 (March 1953): 55.

[>]
“women and beginners”: “The Rise of Miller High Life,”
Fortune
47 (February 1953): 133.

[>]
“Our goal”: “Higher High Life,”
Time
61 (January 12, 1953): 83.

[>]
“radically influence”: Quoted in Kirse Granat May,
Golden State, Golden Youth: The California Image in Popular Culture, 1955–1965
(Chapel Hill: University of North Carolina Press, 2002), 11.

[>]
“Being second”: “Gussie,”
St. Louis Post-Dispatch,
September 30, 1989, p. 10A.

[>]
“almost defiantly uninhibited”: Ibid.

[>]
“He rarely talks”: “The Baron of Beer,”
Time
66 (July 11, 1955): 83.

[>]
“worst mistake”: “Marketing Briefs,”
Business Week,
April 23, 1955, p. 44.

[>]
“When midnight came”: “Baron of Beer,” 83.

[>]
“We hope to make”: “ ‘Sporting Venture,’ ”
Time
61 (March 2, 1953): 46.

[>]
“voodoo rhythm”: Lawrence E. Doherty, “Hamm Brewing Builds to National Brand by ’70,”
Advertising Age
32, no. 3 (January 16, 1961): 66.

[>]
“You have to think”: “Are the Drinkers Doing Their Part?,”
Business Week,
April 13, 1963, p. 106.

[>]
“a sophisticated market”: “More Than Ads Sell Rheingold,”
Business Week,
September 21, 1957, p. 74.

[>]
“leisure and casualness”: Ibid., 74, 76.

[>]
“It’s Lucky”: Ibid., 76.

[>]
“You don’t sell”: Ibid., 72.

[>]
“There is”: Senate Committee on the Judiciary,
Distribution Problems
Affecting Small Business: Hearings Before the Subcommittee on Antitrust and Monopoly,
89th Cong., 2d sess., January 18–20, 26–27, 1966, 595.

[>]
“big lion dozing”: Jacques Neher, “What Went Wrong,”
Advertising Age
52, no. 16 (April 13, 1981): 62.

[>]
“genius-I.Q. types”: William Bowen, “How They Put the ‘Gusto’ In Schlitz,”
Fortune
70, no. 4 (October 1964): 106.

[>]
“you imbibe the image”: Ibid., 220.

[>]
“what makes the beer drinker”: “Selling Suds Like Soap,”
Business Week,
August 8, 1964, p. 62.

[>]
“It’s the Procter & Gamble way”: Bowen, “Gusto,” 225.

[>]
“premiumness”: Ibid., 220.

[>]
“lots of white”: Ibid.

[>]
“Meet the beer”: “The Introduction of Lite,”
Brewers Digest
42, no. 8 (August 1967): 70.

[>]
“save the bread”: “Saving the Bread for the Sandwich,”
Time
90 (July 7, 1967): 75.

[>]
“It’s fun when you have”: “Snob Suds,”
Newsweek
63 (February 17, 1964): 80.

[>]
“It is particularly irritating”: “Bidding for a Market with Growth Built In,”
Business Week,
November 18, 1961, p. 45.

[>]
“fancy foods”: “Everyone’s in the Kitchen,”
Time
(November 25, 1966): 74.

[>]
“anything was possible”: Quoted in Timothy Miller,
The 60s Communes: Hippies and Beyond
(Syracuse, NY: Syracuse University Press, 1999), 33.

[>]
“are a puzzle to us”: Robert N. Harris, “The Aware Generation,”
Brewers Digest
43, no. 1 (January 1968): 45.

[>]
“their own ideas”: Ibid., 46.

[>]
“unpleasant or bitter”: Ibid.

[>]
“spell[ed] disaster”: “Marijuana Turning Some Youths Away From Beer,”
New York Times,
August 9, 1970, p. 47.

[>]
“where it really swings”: “Utica Club
is
where it really swings,”
Brewers Digest
43, no. 7 (July 1968): 30.

[>]
“Utica Club is where”: Ibid.

[>]
“price promotion”: Charles G. Burck, “While the Big Brewers Quaff, the Little Ones Thirst,”
Fortune
86 (November 1972): 107.

[>]
“Now no brewery”: Senate Committee on the Judiciary,
Distribution Problems,
591.

CHAPTER SEVEN

Make Mine Small, Pure, Real, and Lite