Word: busches
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...Anheuser-Busch has traditionally dominated the industry through its sheer size and muscle, Miller Brewing Co. has emerged as a hard-charging No. 2. Its tactics: canny marketing and nimble product development. Miller owner Philip Morris used rough-and-ready cowboy imagery during the 1950s and 1960s to propel its Marlboro brand to the lead in U.S. cigarette sales. Since it took over Miller in 1970, Philip Morris has used the same image-conscious advertising to promote beer. The master marketeers down-played the old Miller High Life slogan, "the champagne of bottled beers," and created a new image through...
...struggle for a slice of the low-cal market, Anheuser-Busch has not fared so well. The company's first two light beers, Natural Light and Michelob Light, have proved only moderately popular. Undeterred, the firm is spending some $50 million this year to launch yet a third reduced-calorie entry, Budweiser Light. Claims Anheuser-Busch President Dennis Long: "We are starting to see some chinks in Miller Lite's armor...
With Anheuser-Busch and Miller now controlling more than half the total U.S. beer market, life has become precarious for smaller competitors. Schlitz, a strong No. 2 ten 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...
Chairman Peter Stroh, the great-grandson of the firm's founder, saw the acquisition as a defense against the growing power of Busch and Miller. Says he: "Expanding was immensely important to our survival...
...S.M.A.P. can also remember when the first ball-point pens came on the market for $12.50. No longer, said the ads, could ink leak from your fountain pen and ruin your new shirt. The S.M.A.P. had in those days a rich friend who spent $52 on the Fritz Busch performance of The Marriage of Figaro (on 17 breakable records); that version, one of half a dozen, now costs $18. When the S.M.A.P. first went to Europe in 1946, the only way he could find to get there was a Turkish freighter that took 28 days from New York to Marseille...