AssignmentOne

AnheuserBusch

Background:

AnheuserBuschisabrewingcompanythatwasfoundedinSt.Louis,
Missouri.Thecompanywasfoundedin1852byaGermanAmericanman
namedGeorgeSchneider.Schneiderstruggledfinanciallytosupportthe
company,whichpushedhimtosellingthecompanyin1860toEberhard
Anheuser.Overtime,thecompanygrewandneededmoreplacestodistribute
theirproducts.Meanwhile,Anheusersdaughterjustsohappenedtomarrya
manwhowasinthewholesaleindustry.HisnamewasAdolphusBusch.After
workingforhiswifesfatherscompany,Buschdecidedtobuyashareand
becomeapartialowner.Buschcontinuedtoworkuntilhisfatherinlawdied.
Althoughthepassingofhimsaddenedthefamily,thisopenednewdoorsfor
Busch.Hewasabletobecomethesoleownerofthecompanyandwentoutin
searchfornewopportunities.Buschwentontocreatenewrecipesfor
productsthatareverywellknownsuchas,Budweiser,BudLight,and
Michelob.Althoughthecompanyisover150years.

Observation1:

AnheuserBuschhasaveryrichhistorynotonlyintheUnitedStates,but
intheworldalso.Thecompanywasfoundedin1852inMissouriandhasbeen
familyownedsinceEberhardAnheuser,asoapmaker,purchaseditfrom
GeorgeSchneider.Thefamilyhasinstilledthevaluesofquality,art,science,
dedication,military,anditsworkers.AnheuserBuschsmainmarketingview
hasremainedtobetheBudweiserClydesdales.TheClydesdalesstandforthe
tradition,strength,andresilienceofthecompany.WhenAnheuserboughtthe
companyhesoonafterhiredhissoninlawAdolphusBusch.Buschwasa
Germanimmigrantwhowasschooledinbrewing.Thetwothenmadethe
companyknownasAnheuserBusch.Theirproductsremainedverylocaland
restricteduntiltherefrigeratedrailroadallowedaccessthroughoutthestates
andalloverthecountry.Whichinturnleveledthefieldbetweenlarge
breweriesandregionalbreweries.ThecompanylegendisthatAdolphus
obtainedthebrewingrecipeandbrewersyeastfromsomemonksata
monastery.Althoughthisisfiction,itshowsthecompanysstrongtradition.
Theactualrecipehasactuallyremainedunalteredandcontainsthefinest
Europeaningredients.AnheuserBuschhasshowedtheirsupportinthe
militaryinmanywaysformorethan150years.InWorldWarItheyfoundeda
subsidiarytoproduceenginesfornavysubmarines.Thefamilyalsopurchased
warbondstofinancetwobombersnamedMissBudweiser.AlsoduringWorld
WarIItheysuppliedthemilitarywithammohoistandcanceledallproduct
beingshippedeasttohelpsupplywarefforts.AnheuserBuschlendsandraises
fundsforveteransandtheirdependents.Duringprohibitionthecompany
producedmaltsyrupforhomebreweries,andtherefrigerationcarcompany
wascreated.AlsotheysoldasoftdrinkmadesimilartobeercalledBeva,but

wasshutdowntofurtherprohibitionlaws.Stilltothisdaythecompanyoffers
toursatGrantsFarmandWarmSpringRanch,whereyouwillseethebreeding
groundsfortheClydesdalehorses.Theyalsooffertoursoftheirbreweries.

Observation2:

Theexactrecipeoftheproductvariesoneachindividualproductand
subproduct.Andofcoursethespecificsarenttobeshared.Buttheprocessis
prettymuchgenericforalloftheproducts.Thestepsaremilling,mashing,
straining,brewkettle,primaryfermentation,beechwoodaging,andfinallythe
finishingprocess.Inmilling,Barleymaltandricearegroundandprecisely
weighed.Then,barleymaltandricearemixedwithwater;naturalmalt
enzymesbreakdownthestarchfromthegrainsintofermentablesugarsfor
mashing.Next,thecombinedgrainmashisstrained,leavingasugarrich
amberliquidcalledwort.Thenhopsareaddedtotheboilingwortinthe
brewkettles.Hopsarethespiceofbeer,addingspecialflavor,aromaand
character.Afterthatthewortiscooledandclarified,andtheyeastisadded;
forsixdays,theyeastfermentstheworttobeer.Thesemifinalstepis
BeechwoodAgingduringwhichlaagering,thebeeriskrausened,naturally
carbonatedandagedonbeechwoodchipsfor21daystomaturetheflavorof
thebeer.AnheuserBuschistheonlymajorbrewerintheworldusing
beechwoodaging.Lastlytokeepthelaageredbeerflavorandclarityintact
afterpackaging,brewersmustremoveyeastandsomeunstableprotein
materialsthroughaprocesscalledfinishing.Thebeerischillproofedand

filteredforclarificationbeforebeingreleasedforpackagingintobottles,cans
ordraughtkeys.Allofthesestepsarecloselymonitoredbybrewmasters.
Throughoutthecreationprocessthebremasterstastetestthebeera
minimumof5times,alongwithconsultingwithotherbrewmasters.

Observation3

AnheuserBuschhascloseto70brands/subbrandsofbeers.My
personalfavoriteisBudweiser.Inmyopinionthebeerhasafulltaste.Its
slightlybitteratfirst,buthasanaftertastethecomplimentsthatverywell.Of
those70ishbrands,themostpopularonesbeingBudweiser,BudLight,
MichelobUltra,Naturallight,Buschice,andRollingrock.Theyalsoowna
popularcraftbeernamedShockTop.Furthermorethehaveanonalcoholic
beernamedO'Doul's.AnheuserBuschdominatesthemarketintheUnited
Statesasthenumberonedistributerofbeeratalmost47%ofallbeersold.
Alsoattheendoflastyearin2015,therewasrumorsfrommultiplesources,
ofagiant100billiondollarmergerbetweenAnheuserBuschandSABMiller.If
thismergerhappensitcouldpracticallycreateamonopolyinthebeermarket,
controllingover75percentofallbeersales.

Interview:
Consumer:BrianModlin

1. Q.WhatisyourfavoriteAnheuserBuschbeverage?
A.MyfavoritewouldhavetobeeitherBudLight,orMichelobUltra.

2. Q.WhatmakesBudlightandMichelobUltrabetterthananyothersyou
havehad?
A.IlikeBudLightbecauseofhowcheapitis.Itsusuallyabout3dollars
lessthantheotherspera24pack.AndforMichelobIlikethelighttasteofit,I
dontfeelfullafterdrinkingit.Plusitslessthan100caloriesabeer.

3. Q.WhendoyouusuallydrinkBudLight,andhowmany?
A.IusuallydrinkwhenIamwithagroupoffriendsorjustneedto
relax.Andusuallysixorseven,nomorethantwelveinasitting.

4. Q.IsthereanythingyoudonotlikeaboutBudLightorMichelob?
A.TheonlythingIdontreallycareforisthefeelingIgetthenextday
whenIdrinktoomany.

Chart:

BackgroundInformation/Observation1
http://anheuserbusch.com/index.php/ourheritage/

http://www.encyclopedia.com/topic/AnheuserBusch_Companies_Inc.a
spx


Observation2

http://anheuserbusch.com/index.php/ourheritage/commitmenttoqu
ality/brewingprocess

Observation3
AnheuserBuschmerger
http://anheuserbusch.com/index.php/ourbeers/

Analysis:

AnheuserBuschsstrongcompanyvaluesthemoralityiswhatIbelieve
helpedgetthemthestatureandpresencethecompanyhastoday.Fromtheir
willingnesstohelpouttheiremployees,totheirhistoryofsupportingthe
military.Mostcompaniesthesedaysonlycareaboutthehierarchyanddoesnt
worryaboutsupportingthemasses.Atleastverylargecompanies.Alsothe
factthatinthebeginningAnheusersharedthecompanywithhissoninlaw.If
thisdidnthappen,thecompanywouldhaveprobablyhavebeenaflopand
wewouldnthavethesegreatrefreshments.Inmyexperiences,todaysinlaw
relationshipsbarelycaretointeract,nonethelesssharingacompany.Thefact
thatthecompanyhasstuckwiththeoriginalrecipeshowsresilience.They
couldhavetriedsomethingdifferentandswitchedrecipesandthenthe
companywouldntbewhatitistoday.FinallyAnheuserBuschsabilityto
spreadouttomanyproductshavehelpedthemprosper.Iftheywouldhave
stuckwithjustBudweiser,theywouldntbequitetheempiretheyaretoday.

Theyhavemanagedtobranchouttomanydifferentbeveragsallowingthem
tohitalmostalldemographics.Fromnonalcoholic,tocraft,tohealthylow
calorie,tomaltliquor.Theyliterallyhavesomethingforeverytaste
preference.

Purpose:

AnheuserBuschhasgrowntheirwayontomanyconsumersand
hasbecomepartofeverydaylifeofsome.Overthepast164yearsits
intriguingtoseewhatAnheuserBuschhasaccomplished.Theyhave
grownsubstantiallyintoathrivingbusiness.AnheuserBuschalong
withotherhavecompletelychangedtheadultbeveragemarket,and
theresnotellingwhereitwouldbetodaywithoutthem.Alongwith
adultbeverages,theircontinuoussupportwiththemilitaryandtheir
employeesshowswhatsortofcharacterthiscompanywasbuilton.I
hopetoonedayhavethissortofrichhistoryinsomethingImamajor
partin.