Word: busches
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From 1947 to 1952 Busch rode his company as if it were a balky jumper, forced it over hurdle after hurdle. Overruling his conservative directors, Busch kicked off a $50 million expansion program for the St. Louis brewery to boost capacity 2,630,000 bbls. to 6,230,000 annually, rammed through a $34 million project for an East Coast brewery at Newark, another $25 million for the West Coast brewery. Production rose enough to put Anheuser-Busch in second place, right on the heels of Schlitz. Then, in 1953, Budweiser broke through. With the new Newark brewery capable...
Worst Mistake. Busch has also made some mistakes at Anheuser-Busch. One of the worst was boosting the price of beer in 1953 by 15? a case wholesale, a price that in many instances translated itself into a $1.20-per-case boost to U.S. beer drinkers. As a result, Anheuser-Busch, while it still beat out Schlitz by 400,000 bbls. last year, slumped 800,000 bbls. from its 1953 peak. Worst of all, most of the loss was to less expensive local beers, a market that Busch has not yet been able to win back. Characteristically, Busch took...
...Today. Busch presides over an industrial giant with a net worth that has grown to nearly $400 million, sales of $216 million, and profits topping $12 million in 1954. At full capacity, his three breweries across the U.S. can produce 8,990,000 bbls. of beer annually, more than any other brewer. How 1955 will turn out is anyone's guess. For the first three months Schlitz held a slight lead, but now, with Budweiser sales soaring, Busch flatly predicts that his beer will win going away...
...recent whirlwind tour to visit Budweiser wholesalers around the U.S., Busch bet every man he met a brand-new hat-900 in all-that he could not top his local sales quota for the year. So far, the challenge seems to be paying off. For May and June, Budweiser's wholesalers jumped their sales 5% over 1954 levels. Says Anheuser-Busch's President Gus Busch: "By the end of the year, I'll either have a houseful of hats or I'll be the biggest hat buyer in the country...
...Busch bought the Cassily Adams painting for $35,000, and turned it over to a lithographer to reproduce. The lithographer redrew most of it, adding dozens of new figures and buckets of gore (i.e., three dying soldiers being scalped) to what was once a fairly restrained, stilted scene. †A long-used diminutive that Busch barely tolerates. Most people who refer to him as "Gussie" call him "Gus" to his face. *Bottled beer, says Gussie Busch, should not be poured by dribbling it down the side of a tilted glass. The bottle should be tipped almost straight...