Word: busches
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Dates: during 1950-1959
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...Years of Beer. Anheuser-Busch's brewing process is no secret. Beer is one of the oldest of all drinks. The ancient Babylonians, Egyptians and Greeks made it, and the Romans found beer in the farthest reaches of their empire. But in modern days, not even an Englishman could like the ancients' sweet, flat brews. Actually, the first true dry beer came to the U.S. with immigrant Germans in the 1840s. In German fermentation tanks the yeast worked at the bottom of the brew rather than at the top, as in ale, thus producing the lighter, less alcoholic...
Barley & Rice. Anyone can (and millions did, during Prohibition) brew a batch of beer. But its uniform mass production is a highly technical manufacturing process. At Anheuser-Busch, the brewmasters claim that Budweiser and its higher-priced companion beer Michelob (sold only on draught) have only the finest ingredients, e.g., imported hops, rice instead of oily corn grits, and two-row "Hannchen" barley, whose two rows of kernels in the head are bigger, more even, and contain more starch and less moisture than the more prevalent six-row barley kernels...
...yeast are added to ferment the beer and give it its characteristic, slightly bitter tang. Both temperature and time must be controlled to the minute. The immense lagering cellars, where the fermentation goes on for 21 days, must be airtight to keep out all airborne bacteria. Finally, Anheuser-Busch treats its beer with a time-honored process that no other major national brewer uses. In glass-lined tanks floored with sterile beechwood chips, the beer is injected with a freshly yeasted brew known as "krausen," which starts a secondary, month-long fermentation to carbonate Budweiser naturally. Some brewers argue that...
...This Is It." But with all the new techniques, everything still depends on the brewmaster. Each afternoon at 4 p.m., Anheuser-Busch's Brewmaster Frank H. Schwaiger, 46, a big, granite-faced Bavarian, walks to a special room at the brewery where a table is lined with unmarked glasses. Some hold the day's Budweiser, some Michelob, some specially air-expressed samples from Budweiser breweries in Newark and Los Angeles, some competitors' beer. Schwaiger sniffs each glass, holds it to the light to check the color, drinks deeply in great, man-sized gulps, never sipping or swirling...
Beyond the brewing, Anheuser-Busch faces complicated pricing and distribution problems. The company charges its wholesalers $2.46 per 24-bottle case, yet it makes only 14? profit. The rest of the average $5-per-case retail cost of Budweiser goes for retailers' and wholesalers' markups, steep state and local taxes. To conform with varying local liquor laws, Anheuser-Busch has to use some 600 different labels, packages and bottle caps...