Word: bbl
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Busch's advertising clout has paid off. The company has been the No. 1 brewery for 25 years. Over the past decade, sales have soared 124%, from 24.3 million bbl. of beer in 1971 to 54.5 million bbl. last year. The firm's Budweiser brand is the largest-selling premium-priced beer in the U.S., with a typical retail price of $2.40 a sixpack, while Michelob, the company's "superpremium" offering, at about $2.90 a sixpack, leads that market segment as well...
...years ago, slumped to a weak third after tampering with its brewing formula in the early 1970s. The company used cheaper ingredients and a faster brewing cycle to boost production. As drinkers tasted the difference, sales of the Schlitz brand plunged, from an estimated 17.4 million bbl. in 1975 to 6.2 million bbl. last year. Though the original beer recipe has now been largely restored, the damage has been done...
...fallen on hard times. In 1959 the nearly bankrupt brewery decided to cut the price of Pabst Blue Ribbon to attract more customers. The strategy produced quick sales but eventually undermined Pabst's image. Between 1976 and 1981, sales of Pabst Blue Ribbon dropped from about 16 million bbl. to 9.6 million...
...Chicago Newspaper Columnist Mike Royko called the finest beer brewed in America; Leinenkugel of Chippewa Falls, Wis., which has been operated by the Leinenkugel family for 115 years; and Geyer Bros, of Frankenmuth, Mich., which last year turned a profit by brewing and selling a mere 4,500 bbl. of beer...
...back-to-basics strategy. Said he at May's annual meeting: "We are emphasizing established business lines of demonstrated profitability." Despite ambitious efforts to find new oil, however, Exxon's results have been mixed. Since 1978 its oil reserves have dwindled 13%, to 7 bil lion bbl. In the meantime, costly drilling in the Baltimore Canyon and in the Destin Dome region of the Gulf of Mexico has turned up a discouraging number of dry holes. Wall Street stock analysts think that other oil companies may have greater growth potential, and the price of Exxon stock has plummeted...