Bitter Brew: The Rise and Fall of Anheuser-Busch and America's Kings of Beer (53 page)

Rockwell, Norman, 46

Roosevelt, Franklin D., 10, 12, 31, 38, 40, 53

Roosevelt, Theodore, 19

Ruppert, Jacob, 64

Rush, Benjamin, 26

SABMiller, 2, 296, 297, 298, 318, 322

Saigh, Fred, 58, 60

St. Louis

A-B revered in, 29, 330, 331

as “beer city,” 12, 331

bicentennial of, 80

founders of, 35

Gateway Arch, 80

German population in, 15–16, 159

hometown pride in, 330–31

in Prohibition, 29, 331

urban decline in, 331

Saint Louis Brewery, 331

St. Louis Cardinals

A-B sale of, 271–72

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

and hometown pride, 330

and pennant races, 80–81, 95

purchase of, 58–65

on strike, 122–23

“Suds Series,” 193

and World Series, 95–98, 110, 193, 243–44, 362

St. Louis Convention Center, 141

St. Louis Soccer Park, 237

St. Louis Symphony Orchestra, 33

St. Louis University, 98, 207

St. Louis World's Fair (1904), 250, 331

Samuel Adams beers, 259

San Francisco 49ers, 266–67

Sante Mineral Water, 223

Sapporo brewery, 254

Saratoga Spring Water Company, 223

Scarface
(movie), 7

Schaefer brewery, 3, 116

Schlafly beer, 331

Schlitz, Joseph, 117

Schlitz brewery

accelerated fermentation in, 116

advertising of, 46

artificial ingredients added by, 116, 124–25, 127, 143–45

and competition, 39, 48, 50, 51, 59, 65, 75, 78, 95, 106, 112, 124–25, 126, 127, 165, 176

as family company, 3

Stroh purchase of, 144

and Teamsters union, 103

Schoefield, Dora, 53

Schoendienst, Red, 112, 174

SeaWorld, 335

Sellers, Patricia, 268–70

Shannon, Mike, 272

Sicupira, Carlos, 299

Sinatra, Frank, 72

Smith, Al, 12, 14

Smith, George, 26

Smith, Michael, 262

Smith, Ozzie, 192

Snyder, Margaret, 148, 174, 181, 250

Soffer, Jeffrey, 340, 344

South African Breweries (SAB)

and international markets, 297–98

and Miller merger, 2, 296, 297

Spacey, Kevin, 315

Spirit of St. Louis Airport, 89

Sportsman's Park, St. Louis, 59, 60

Sprick, Jim, 217, 277, 282, 345

Sprick, Michelle, 345

Spykes, 302–6, 313, 316

Stanky, Eddie, 61–62

Steinhubl, Andrew, 168, 183–84, 186–90, 363

Stella Artois, 313

Sticht, Paul, 142

Stifel, Otto, 31

Stocking Stuffer (horse), 250

Stokes, Patrick, 265, 290

A-B positions of, 291, 292, 312

and ad campaigns, 263, 264

executive bonus of, 359

Stratton, Karla, 307

Stroh, Peter, 190

Stroh Brewing, 3

Sunset Country Club, 36

Suntory brewery, 254

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

Susman, Louis B., 140, 141–42, 148, 154

Swaine, Dave, 262

Symington, Stuart, 64

Taft, William Howard, 19

Tampa

A-B in, 76, 102

Busch Gardens in, 76–77, 335

Teamsters Union, strikes, 103–5, 157–64

Telles, Marcel, 299, 327, 328

Tessie (elephant), 27, 29

Thatcher, Nancy, 351

Thomure, Bob, 209–11, 214–15, 216

Thurmond, Strom, 227

Trampler, Christine, 350–51, 354, 355

Trigger Street Films, 315

Truman, Harry S., 47, 53, 78, 79

Tsingtao brewery, 297

Tucker, Raymond, 63

Twenty-First Amendment, 31

Uihlein, Robert A. Jr., 116–17, 125, 127, 143, 144–45

Uihlein family, 117, 145

Unilever, 362

Union Brewery, 31

United States

beer consumption in, 22

immigrants to, 15–16, 17–18

oil embargo in, 126–27

population of, 17

University of Arizona, 195, 196, 205–6

U.S. Brewers Foundation, 45

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

Vanderbilt, William, 28

Versuchs und Lehranstalt fur Brauerei, Berlin, 255

Vogel, Harold, 104

Volpe, John, 96

Volstead Act, 10

Wales, Billy, 11

Washington, D.C., and end of Prohibition, 14

Washington Redskins, 191

Wattenberg, Busch & Company, 16

Weinberg, Robert S., 100–101, 102, 105, 118, 129, 228, 298

Whitbread brewery, 298

White Mountain Apache reservation, 227–28

Whitlock, Vernon Jr., 209

Whitson, Angela, 245–47

Wilhelm, Kaiser, 24

Wilhite, Mike, 209, 210, 211, 212, 216

William K. Busch Brewing Company, 364–66

Williams, Andy, 72

Williamsburg, Virginia, A-B in, 103

Wilson, Woodrow, 24, 25

Wimar, Ferdinand Charles,
The Abduction of Daniel Boone's Daughter by the Indians
, 151

World Series, 95–98, 110, 193, 243–44, 362

World's Fair (1904), 250, 331

World War I, 23–25, 32, 45

World War II, 45–48, 51

Wrigley, P. K., 65

Wrigley, William Jr., 61

Wyatt, Andrew M., 276

Yawkey, Tom, 96

Yom Kippur War, 126

Young, Steve, 266–67

Zeltzer Seltzer, 223

zero-based budgeting, 319–20

Adolphus Busch, the first King of Beer, was an immigrant from Germany who turned a struggling St. Louis brewery that made bad-tasting beer into the world's most successful brewing operation, and in the process became immensely wealthy.
Courtesy of the Missouri History Museum, St. Louis

The historic Anheuser-Busch Brew House at the corner of Ninth and Pestalozzi Streets in St. Louis, where a crowd of 35,000 gathered to count down the minutes the night Prohibition ended.
Courtesy of the Missouri History Museum, St. Louis

Anheuser-Busch workers gathered outside their rapidly growing brewery in the 1890s. They labored from 4:00 a.m. to 7:00 p.m. seven days a week, with three hours off on Sunday to go to church. Their salaries ranged from $55 to $75 a month, with meals furnished at 6:00 a.m., 10:00 a.m., and 4:00 p.m., and a daily allotment of twenty free beers per man.
Courtesy of the Missouri History Museum, St. Louis

The “big house” at Grant's Farm, a twenty-six-room French Renaissance–style chateau built by August A. Busch in 1910, at a cost of $300,000, on land once owned by Ulysses S. Grant. Missouri's version of Hearst Castle, it has been the Busch family estate since the early 1900s.
Courtesy of the Busch family

Adolphus III and August A. Busch Sr. pause to feed a large buck during a carriage ride through the deer park at Grant's Farm (circa 1930). Adolphus took over the brewery in 1934, when his father shot himself to death.
Courtesy of the Busch family