Bitter Brew: The Rise and Fall of Anheuser-Busch and America's Kings of Beer (51 page)

wealth of, 66, 68, 358

as womanizer, 37, 38, 54, 79–80

Busch, August Anheuser III, 3, 85–94

A-B positions of, 85, 88, 89–90, 91–94, 99–108, 124, 129, 221, 239, 273–74, 284, 291, 296, 312–13, 316–18

and ad campaigns, 177–78, 263–66, 274

aging of, 291

auto accident of, 87

and competition, 135–36, 165, 169, 172, 265–66, 296

and the “Dawn Patrol,” 135, 136

and divorce, 107–8

and drugs, 230, 275–76, 289–90

and expansion, 221–25, 239, 241, 297–98

forcing his father out, 135–43, 239, 249, 292

and his father, 55–56, 57, 85–86, 89–90, 93, 100, 105, 117–19, 129, 173–74, 248–49, 251, 252, 260, 283, 316–18, 327, 337

and hunting, 86, 89, 260

and InBev takeover, 313–14, 317, 319, 332, 334

and international markets, 297–300

and labor unions, 88, 103–5, 157–64

and Lake of the Ozarks, 280

management team of, 100–102, 115, 117–19, 129, 134–35, 137, 172, 190, 283

marriage to Ginny, 173

marriage to Susie, 92, 106

and media, 87, 93–94, 172, 216, 237–38, 239, 240–41, 268–70, 276, 290, 291, 292, 295, 296

and personnel firings, 238–39

in recent years, 356

and Republican Party, 120

reputation of, 5, 91, 296

and son's auto accident, 5, 200–203, 260

and son's car chase, 212, 213, 214, 215, 216–17, 218–19

and son's privileges, 6, 207, 212, 256, 261–62, 294–95, 300

and succession, 119, 135, 136, 139, 254–55, 260, 269, 291, 295, 311–13, 356

as taster, 184–86, 187–89

and Trudy (stepmother), 85, 86

and Waldmeister, 89

wealth of, 6, 312, 359

womanizing and fast living, 88, 89, 277–78

Busch, August Anheuser IV “Fourth”

at A-B, 234, 254–63, 268–70, 281, 282–85, 290, 291–92, 294, 300–303, 306, 307–8, 316, 338–39

and ABI, 338–39, 359

and ad campaigns, 262–63, 264, 269–70, 282, 285, 300, 315

and auto accident, 5, 195–206, 215, 260, 270, 293, 294

birth of, 92

and Blue Ocean, 325–26

and car chase, 209–19, 277, 294

as CEO, 6, 309, 311–13, 316, 320, 324, 326–27, 334

descent of, 6–7, 322–23, 338–56

and drugs, 5, 7, 201, 208, 279, 281, 289–90, 294–95, 308, 317, 340–41, 343, 354

fitness for the job, 6, 259–60, 284, 285, 292, 295, 302, 311–12, 318, 319, 320–21, 322–23

and guns, 7, 199, 212, 281, 309, 339, 341–44

and Gussie, 113, 139, 252

and his father, 6, 107, 113, 259, 260–62, 268–70, 277, 283, 285, 293–95, 307, 312–13, 316–17, 326–27, 339, 352, 356

and InBev takeover, 313–14, 317–21, 323–28, 332–35, 338

leaving the company, 354

management team of, 262, 277, 305, 315, 317, 325–26

marriage and divorce, 307, 308–9, 322, 338

and media, 205, 212, 213, 255, 258, 259–60, 269–70, 291–94, 350, 351–54

and “millionaires' boys club,” 207–8, 277

at NBWA conference, 1–7, 322–23

as party animal, 5, 196, 207–8, 217, 256–57, 258, 276–90, 292, 294, 307, 322, 344, 345, 349, 351

public image of, 5, 205–6, 220, 269–70, 281, 351, 354

and succession, 254–55, 291, 293, 295, 309, 311–13

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), 245–48

birth of, 72

brewery of, 364–66

childhood of, 73, 74, 75, 86–87

and Christina's death, 130–31, 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, 138–39, 143

Busch, Christina (Gussie's daughter)

birth of, 72

death of, 130–31, 133–34, 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, 54–55, 68, 78, 121

health problems of, 37–38

marriage of Gussie and, 37

Busch, Gertrude Buholzer “Trudy” (Gussie's third wife), 51–55, 77, 358, 364

children of, 72–74, 134, 251

and Christina's death, 131, 133, 134

and divorce, 153–56

as equestrian, 72

and Gussie forced out of A-B position, 136, 137–38, 143

and Gussie's death, 249

and household management, 53, 66, 68–70, 72–73, 129, 357

marriage of Gussie and, 57–58

and religion, 133–34

Busch, Gertrude “Trudy” (Gussie's daughter), 72, 153, 156, 251, 364

Busch, Kathryn Thatcher “Kate” (August IV's wife), 4, 307, 308–9, 322, 338, 351

Busch, Lilly Anheuser (Adolphus Sr.'s wife), 19, 36

children of, 18, 22

in Germany, 23–24

marriage of Adolphus and, 16

and stock shares, 22

and World War I, 24–25

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, 150–51

and Leeker shooting, 147–53, 200, 215

Busch, Scarlett (Billy's daughter), 245, 246–47

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, 106–7

and divorce, 107–8

and Fourth, 206, 216, 286, 340, 342

marriage of August III and, 92

Busch, Virginia Marie (August III's daughter), 173–74, 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, 2–3, 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, 149–52

and Gussie's death, 249–52

and Gussie/Trudy's divorce, 156

as immigrants, 3, 15, 36

and InBev takeover, 325–26, 332–33, 336, 364

kidnapping fears of, 150–51, 215

media stories about, 66, 87, 98, 152, 247

properties of, 18, 27–28, 33–34, 37, 48, 67–71, 78, 79, 86, 89, 156, 251–52, 294, 357–58, 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, 254–55, 260, 295

and stock shares, 33, 325, 333

taking sides in succession move, 138–41, 249

ties to Germany, 24

and tourism, 70–71, 74, 76–77, 364

traditions of, 99, 364

wealth of, 3, 26

and World War I, 23–25

Busch Gardens, Tampa, 76–77, 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, 106–7, 111–12

Carberry, Cardinal John, 133

Carlton, Steve, 122, 123–24, 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, 141–42

Clydesdales

in A-B ads, 14, 191–92

and beer deliveries, 12, 14

costs of, 99, 117

getting rid of, 361–62

and Gussie's funeral, 250

and public relations, 103, 193, 244, 272, 285, 308–9, 361–62

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, 102–3, 115

Connally, John, 121

Conrad, Carl, 16–17, 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, 125–26

Crosby, Norm, 179

Cuomo, Andrew, 321

Custer's Last Fight
(Adams), 19–20

Damon, Matt, 315

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

DDB Needham, 267

Declaration of Independence, 26

Dent, Frederick, 27, 28

Devine, Bing, 80–81

Dewey Stevens Premium Wine Coolers, 223

Diät Pils, 253

DiMaggio, Joe, 250

Dirksen, Everett, 64

Durocher, Leo, 81

Eagle Snacks, 221–22, 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, 224–25

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, 60–61, 63, 64, 109, 111, 123

and competition, 127

and Gussie, 357

and Leeker shooting, 148, 149

Fleishman-Hillard, 276, 305