Bitter Brew: The Rise and Fall of Anheuser-Busch and America's Kings of Beer (49 page)

173 Their relationship was outwardly polite: Confidential interview by author.

174 Once again, Gussie blew his stack: “Busch's Statement,”
St. Louis Globe-Democrat
, June 24, 1978.

175 “cheap shot”: “Cheap Shot by Big Eagle,”
St. Louis Globe-Democrat
, June 27, 1978.

183 “I want you to make me”: Andy Steinhubl, interview by author, 2011.

192 “The clear establishment”: “The King of Beers Still Rules,”
Business Week
, July 12, 1982, 50.

195 She was a townie: Confidential interview by author.

197 Around 8:30 that Sunday: Ron Benson, interview by author, 2011.

198 August IV told them: “Busch Heir May Be Charged in Fatal Car Crash,”
St. Louis Globe-Democrat
, November 15, 1983.

199 After conferring with Benson: Benson, interview.

202 “stonewalling”: “Busch Evidence Sought in Crash,”
St. Louis Globe-Democrat
, March 7, 1984.

206 “I was devastated”: “Near Beer,”
St. Louis Post-Dispatch
, June 13, 1995.

207 He arranged for August IV: Confidential interview by author.

209 “Motherfucker!”: Nick Fredericksen, interview by author, 2011.

213 “Due to the unusual circumstances”: “Busch Heir Is Arrested after High-Speed Chase,”
St. Louis Globe-Democrat
, May 31, 1985.

213 “Mr. Busch was approached”: “Mix-up tied to arrest of Busch heir.”
St. Louis Globe-Democrat
, June 4, 1985

214 “When somebody's got something”:
St. Louis Post-Dispatch
, June 1, 1985.

214 Peach, whose office would prosecute:
St. Louis Post-Dispatch
, June 9, 1985.

217 Sprick had known August IV: Confidential interview by author.

217 August IV did not take the stand: “Jury Acquits August Busch, 21, of Assault Charges,”
St. Louis Globe-Democrat
, April 17, 1986.

218 “St. Louis Police Department officials”: “Busch Has Not Filed Police Complaint, Authorities Say,”
St. Louis Globe-Democrat
, May 19, 1986.

219 Along with the Tucson crash: Confidential interview by author.

228 Every step of the way: Long, interview.

231 Back in the office the following week: Confidential interview by author.

231 One newly appointed vice president: Ibid.

232 A week went by: Long, interview.

237 That he would abruptly resign: “Long's Quitting Is Sign of Split in His Friendship with Busch,”
St. Louis Post-Dispatch
, March 26, 1987.

239 In the months that followed: “Indictments Allege Bribes at Brewery,”
St. Louis Post-Dispatch
, April 14, 1988.

240 At the trial: “Martino Tells of Gifts to Brewery Employees,”
St. Louis Post-Dispatch
, October 18, 1988.

240 Throughout the remainder of 1987: “How Busch Wins in a Doggy Market,”
Fortune
, June 22, 1987.

244 His day usually began: Gary Sgouras, interview by author, 2011.

245 Gussie's two youngest sons: Hernon and Ganey,
Under the Influence
, 269.

246 In July 1988: Ibid., 372.

246 “Do you recall her last name?”: Ibid., 374.

246 “absolutely unfit”: Ibid., 375.

248 “The person who put us”: “1987 St. Louis Man of the Year: August A. Busch III,”
St. Louis Post-Dispatch
, December 27, 1987.

249 a bright red cardinal: Hernon and Ganey,
Under the Influence
, 402.

250 In addition to his ten children: “Gussie Busch Buried in Private Service,”
St. Louis Post-Dispatch
, October 2, 1989.

250 Two days later: “Busch: Brewer Eulogized as Benevolent Leader,”
St. Louis Post-Dispatch
, October 4, 1989.

251 Most of Gussie's personal property: “Final Wish: Busch Urges Heirs to Use Grant's Farm,”
St. Louis Post-Dispatch
, October 6, 1989.

254 The other new product: “Busch Son Leading Bud Dry Rollout,”
St. Louis Post-Dispatch
, February 5, 1990.

255 But even Fleishman-Hillard: “Bud Blooms: New Beer Gets $70 Million Launch,”
St. Louis Post-Dispatch
, March 15, 1990.

256 “He was very personable”: Confidential interview by author.

256 “He was in training at the time”: Confidential interview by author.

259 “Everybody thinks, ‘it must be easy'”: “Bud Man: Prince of Beer August Busch IV Pours a Little Dash in the Family Business,”
Chicago Tribune
, June 14, 1991.

259 “You don't know how different”: “Bud-Weis-Heir August Busch IV Is Rebellious, Risk-Taking—and (Nearly) Ready to Rule the World's Largest Brewery,”
Fortune
, January 13, 1997.

259 “There's not a day in the week”: “A Tall Order for the Prince of Beer,”
Business Week
, March 23, 1992.

261 The Fourth constantly sought: Confidential interview by author.

262 “We'll either be famous or fired”: Confidential interview by author.

265 “Gentlemen, I'm going to teach you”: Confidential interview by author.

268 August III did nothing without a strategy:
Fortune
, January 13, 1997.

Confidential interviews by author.

291 “a succession process as tightly orchestrated”: “Is This Bud for You, August IV?”
Business Week
, November 11, 2002.

294 The Fourth bought the 6,500-square-foot: Confidential interview by author.

294 More than just fodder: Adolphus Busch IV, interview.

299 “the Coca-Cola of beer”: Julie Macintosh,
Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon
(Hoboken, NJ: John Wylie and Sons, 2010), 119.

301 “A challenging time”: “The Son Finally Rises,”
Forbes
, March 12, 2007.

302 “The Fourth had no appreciation”: Confidential interview by author.

303 as one critic noted: “A Booze Buzz for Teenyboppers? Anheuser-Busch Product So Adorable It Draws Fire from Alcohol Abuse Camp,” MSNBC.com, April 3, 2007.

303 “No thirty- or forty-year-old beer drinker”: Statement by Joseph A. Califano, Jr., CASA Chairman and President, on Anheuser-Busch's “Spykes,” The National Center on Addiction and Substance Abuse, April 4, 2007.

303 “In our view, the labeling”: “Anheuser Criticized for Alcohol-Caffeine Drinks,”
Bloomberg News
, May 11, 2007.

308 “I heard about him failing two drug tests”: Confidential interview by author.

308 Part of the rumor was not true: Ibid.

313 “I'm the one”:
Forbes
, March 12, 2007.

315 A few days after the Super Bowl: “Brew Tube,”
New York Times Magazine
, February 4, 2007.

316 It didn't come close: “Anheuser-Busch Pulls Plug on Bud TV,”
Ad Age
, February 18, 2009.

317 He objected to two key members: Confidential interview by author.

317 As recounted: Macintosh,
Dethroning the King
, 3.

318 “He had boyishness”: Confidential interview by author.

318 Shortly after the MillerCoors announcement: Macintosh,
Dethroning the King
, 140.

320 And yet the Fourth thought: Ibid., 166.

321 The company was being investigated: “Anheuser-Busch to Drop Stimulants from Tilt, Bud Extra to Settle Probe,”
Tribune News Service
, June 27, 2008.

322 “His guys would come over”: Confidential interview by author.

322 “The wholesalers for all the brands”: Confidential interview by author.

325 Out at Belleau Farm: Adolphus Busch IV, interview.

326 The result was an article: “Anheuser CEO Fights for His Legacy,”
Wall Street Journal
, May 27, 2008.

327 The board instructed him: Macintosh,
Dethroning the King
, 157.

330 “St. Louis has gotten to the point”: “Trouble Is Brewing in St. Louis,”
Chicago Tribune
, June 27, 2008.

333 “When I first heard”: Billy Busch, interview by author.

337 In November 2009: Confidential interview by author.

338 “We were having difficulties”: “Busch Heir's Once-Charmed Life Takes a Tragic Turn,” Associated Press, January 8, 2011.

339 According to friends: Confidential interviews by author.

345 Thirty days later: Transcript of 911 call, December 19, 2010.

346 From the outset: City of Frontenac Police Department reports, released February 2011.

348 It wasn't until December 23: “Woman Found Dead in Home of August Busch IV,”
St. Louis Post-Dispatch
, December 23, 2010.

348 The
Post
's claim: Ibid.

349 Adrienne Martin emerged: “Death at Busch Home Investigated,”
St. Louis Post-Dispatch
, December 24, 2010.

349 The narrative took an unexpected turn: St. Louis County medical examiner's report, December 24, 2010.

350 Martin's sudden appearance: “Mother of Adrienne Martin Speaks Out About Death in Busch home,” radio interview, KSDK, St. Louis, January 5, 1011.

351 A widely published: Associated Press, January 8, 2011.

352 “loved this girl”: “Busch IV Talks about Death of Girlfriend, Depression,”
St. Louis Post-Dispatch
, January 4, 2011.

353 “the pitcher yanked”: “In Busch IV's Words, Confirmation of the Lonely Life of a Former Beer Baron,”
St. Louis Post-Dispatch
, January 4, 2011.

The pagination of this electronic edition does not match the edition from which it was created. To locate a specific passage, please use your e-book reader's search tools.

A & Eagle
(yacht), 79, 98, 112

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

AB-PAC, 161–62

Ackoff, Russell, 101, 127, 189

Adams, Cassily, 19–20

advertising campaigns, 176–79, 312

Baron (Clydesdale) in, 191

“Beer Belongs,” 46

“Bring Out Your Best,” 191–92

for Bud Light, 190–92

and Bud.TV, 315–16

Clio Awards for, 267

and competition, 125, 171, 265–66, 300

and D'Arcy, MacManus, 167, 176–79, 262, 264–66

“Frogs,” 262–65, 267, 268, 269–70

“Here Weego,” 361

“I Love You, Man,” 285

“King Crab,” 315

Little Bighorn painting, 19

“Louie the Lizard,” 267–68

patriotic pep talks, 40–41, 45

and Prohibition, 14, 20–21, 25–26

“Real Men of Genius,” 285

and sports sponsorships, 168, 176, 179, 191, 192

Spuds MacKenzie as spokes-dog in, 226–28, 267

for Super Bowl, 226, 265, 267, 314–15, 361

“This Bud's for You,” 177–78, 179

Total Marketing, 190–91

“When You Say Bud,” 177

“Where There's Life,” 76

Affleck, Ben, 315

Alston, Tom, 62

AmBev

formation of, 299

as InBev, 2, 300, 319

Angelou, Maya, 331

Anheuser, Eberhard

and A-B formation, 16, 41

grandsons of, 50, 92

and Gussie/Trudy's wedding, 57

and stock shares, 22, 33

Anheuser-Busch (A-B)

A & Eagle trademark of, 62

as ABI, 334–36, 339, 359–65

ads of (
see
advertising campaigns)

baker's yeast produced by, 222, 224