Assignment One

Anheuser Busch

Background:
Anheuser Busch is a brewing company that was
founded in St. Louis, Missouri. The company was founded
in 1852 by a German American man named George
Schneider. Schneider struggled financially to support the
company, which pushed him to selling the company in
1860 to Eberhard Anheuser. Overtime, the company grew
and needed more places to distribute their products.
Meanwhile, Anheusers daughter just so happened to
marry a man who was in the wholesale industry. His name
was Adolphus Busch. After working for his wifes fathers
company, Busch decided to buy a share and become a
partial owner. Busch continued to work until his father inlaw died. Although the passing of him saddened the
family, this opened new doors for Busch. He was able to
become the sole owner of the company and went out in
search for new opportunities. Busch went on to create
new recipes for products that are very well known such as,
Budweiser, Bud Light, and Michelob. Although the
company is over 150 years.

Observation 1:
Anheuser Busch has a very rich history not only in the
United States, but in the world also. The company was
founded in 1852 in Missouri and has been family owned
since Eberhard Anheuser, a soap maker, purchased it from
George Schneider. The family has instilled the values of
quality, art, science, dedication, military, and its workers.
Anheuser Buschs main marketing view has remained to
be the Budweiser Clydesdales. The Clydesdales stand for
the tradition, strength, and resilience of the company.
When Anheuser bought the company he soon after hired
his son in-law Adolphus Busch. Busch was a German
immigrant who was schooled in brewing. The two then
made the company known as Anheuser Busch. Their
products remained very local and restricted until the
refrigerated railroad allowed access throughout the states
and all over the country. Which in turn leveled the field
between large breweries and regional breweries. The
company legend is that Adolphus obtained the brewing
recipe and brewers yeast from some monks at a
monastery. Although this is fiction, it shows the
companys strong tradition. The actual recipe has actually
remained unaltered and contains the finest European
ingredients. Anheuser Busch has showed their support in

the military in many ways for more than 150 years. In

World War I they founded a subsidiary to produce engines
for navy submarines. The family also purchased war bonds
to finance two bombers named Miss Budweiser. Also
during World War II they supplied the military with ammo
hoist and canceled all product being shipped east to help
supply war efforts. Anheuser Busch lends and raises funds
for veterans and their dependents. During prohibition the
company produced malt syrup for home breweries, and
the refrigeration car company was created. Also they sold
a soft drink made similar to beer called Beva, but was shut
down to further prohibition laws. Still to this day the
company offers tours at Grants Farm and Warm Spring
Ranch, where you will see the breeding grounds for the
Clydesdale horses. They also offer tours of their
breweries.

Observation 2:
The exact recipe of the product varies on each
individual product and sub product. And of course the
specifics arent to be shared. But the process is pretty
much generic for all of the products. The steps are milling,
mashing, straining, brewkettle, primary fermentation,
beechwood aging, and finally the finishing process. In
milling, Barley malt and rice are ground and precisely

weighed. Then, barley malt and rice are mixed with water;
natural malt enzymes break down the starch from the
grains into fermentable sugars for mashing. Next, the
combined grain mash is strained, leaving a sugar-rich
amber liquid called wort. Then hops are added to the
boiling wort in the brewkettles. Hops are the spice of beer,
adding special flavor, aroma and character. After that the
wort is cooled and clarified, and the yeast is added; for six
days, the yeast ferments the wort to beer. The semifinal
step is Beechwood Aging during which laagering, the beer
is krausened, naturally carbonated and aged on
beechwood chips for 21 days to mature the flavor of the
beer. Anheuser-Busch is the only major brewer in the
world using beechwood aging. Lastly to keep the laagered
beer flavor and clarity intact after packaging, brewers
must remove yeast and some unstable protein materials
through a process called finishing. The beer is
chillproofed and filtered for clarification before being
released for packaging into bottles, cans or draught keys.
All of these steps are closely monitored by brewmasters.
Throughout the creation process the bremasters taste test
the beer a minimum of 5 times, along with consulting with
other brewmasters.

Observation 3

Anheuser Busch has close to 70 brands/ sub brands of

beers. My personal favorite is Budweiser. In my opinion
the beer has a full taste. Its slightly bitter at first, but has
an aftertaste the compliments that very well. Of those
70ish brands, the most popular ones being Budweiser, Bud
Light, Michelob Ultra, Natural light, Busch ice, and
Rollingrock. They also own a popular craft beer named
Shock Top. Furthermore the have a nonalcoholic beer
named O'Doul's. Anheuser Busch dominates the market in
the United States as the number one distributer of beer at
almost 47% of all beer sold. Also at the end of last year in
2015, there was rumors from multiple sources, of a giant
100 billion dollar merger between Anheuser Busch and
SABMiller. If this merger happens it could practically
create a monopoly in the beer market, controlling over 75
percent of all beer sales.

Interview:
Consumer: Brian Modlin
1. Q. What is your favorite Anheuser Busch beverage?

A. My favorite would have to be either Bud Light, or

Michelob Ultra.
2. Q. What makes Bud light and Michelob Ultra better
than any others you have had?
A.I like Bud Light because of how cheap it is. Its
usually about 3 dollars less than the others per a 24 pack.
And for Michelob I like the light taste of it, I dont feel full
after drinking it. Plus its less than 100 calories a beer.
3. Q. When do you usually drink Bud Light, and how
many?
A. I usually drink when I am with a group of friends
or just need to relax. And usually six or seven, no more
than twelve in a sitting.
4. Q. Is there anything you do not like about Bud Light
or Michelob?
A. The only thing I dont really care for is the feeling
I get the next day when I drink too many.

Chart:
Background Information/ Observation 1
http://anheuser-busch.com/index.php/our-heritage/
http://www.encyclopedia.com/topic/AnheuserBusch_Companies_Inc.aspx
Observation 2

http://anheuser-busch.com/index.php/ourheritage/commitment-to-quality/brewing-process
Observation 3
Anheuser Busch merger
http://anheuser-busch.com/index.php/our-beers/

Analysis:
Anheuser Buschs strong company values the morality
is what I believe helped get them the stature and
presence the company has today. From their willingness to
help out their employees, to their history of supporting
the military. Most companies these days only care about
the hierarchy and doesnt worry about supporting the
masses. At least very large companies. Also the fact that
in the beginning Anheuser shared the company with his
son in law. If this didnt happen, the company would have
probably have been a flop and we wouldnt have these
great refreshments. In my experiences, todays in-law
relationships barely care to interact, nonetheless sharing
a company. The fact that the company has stuck with the
original recipe shows resilience. They could have tried
something different and switched recipes and then the
company wouldnt be what it is today. Finally Anheuser
Buschs ability to spread out to many products have

helped them prosper. If they would have stuck with just

Budweiser, they wouldnt be quite the empire they are
today. They have managed to branch out to many different
beverags allowing them to hit almost all demographics.
From non-alcoholic, to craft, to healthy low calorie, to
malt liquor. They literally have something for every taste
preference.

Purpose:

Anheuser Busch has grown their way onto

many consumers and has become part of everyday
life of some. Over the past 164 years its intriguing
to see what Anheuser Busch has accomplished.
They have grown substantially into a thriving
business. Anheuser Busch along with other have
completely changed the adult beverage market,
and theres no telling where it would be today
without them. Along with adult beverages, their
continuous support with the military and their
employees shows what sort of character this
company was built on. I hope to one day have this

sort of rich history in something Im a major part

in.