Word: busches
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...Love Your Work." August Anheuser Busch Jr., fourth in a 90-year family line to head the brewery, does not fear this competition; he thrives on it. Trim (5 ft. 10 in., 164 lbs.), greying, hard as an oaken keg at 56, Gussief Busch operates on a simple formula: "Work hard-love your work." Whether at his baronial suburban home or his main brewery sprawling alongside the Mississippi River in South St. Louis, he spends most of his waking hours selling beer. He rarely talks in a normal voice; he sounds more like a hoarse lion...
...Busch strides to the stables each morning, he bawls at the top of his lungs: "Tessie! Tessie! Where are you?" Tessie immediately trumpets back her greeting, and the two engage in a bellowing match as he tries to put Tessie through her tricks until finally Tessie gives in, obediently does a jig, salutes, rolls over and retrieves a handkerchief...
Syrup & Clydesdales. Six months a year, Busch throws open his estate to touring groups of children and adults (32,000 last year), shows them his treasures, dispenses free soda pop, cookies and ice cream smothered in Anheuser-Busch corn syrup. Anheuser-Busch also spends $550,000 annually breeding Clydesdale draft horses; Gus Busch sends them around the U.S. hitched to red Budweiser wagons, promoting beer in dry farm areas where Prohibition sentiment is still strong. His latest plan: to cross tiny Sicilian donkeys with even tinier Shetland ponies, thus develop the world's smallest mules to plug...
...years ago, Busch scored his biggest advertising coup by buying the St. Louis Cardinals baseball team when the Cardinals' owner, Fred Saigh, was jailed for income-tax evasion. Ostensibly, Busch bought the Cardinals to save them for St. Louis. But he makes no bones about the fact that the team helps him sell more Budweiser. When sportswriters needle him about his commercialism, Busch snorts that Colonel Jacob Ruppert owned the New York Yankees for 30 years while he also owned Ruppert brewery, and that many of the 16 major-league team broadcasts are sponsored by beer companies...
...Mean Stories." Busch first seized on the Cardinals as a chance to have some fun and recapture his youth. At the first spring training, he arrived in a squeal of brakes, driving his bus, hopped out, donned a uniform and joined the practice. But now Busch spends much less time with his disappointing team. Last year the Cardinals finished sixth; this year they are fighting to keep out of seventh place. After investing $7,800,000 on buying the team and improving the ballpark (changed from Sportsman's Park to Busch Stadium), Busch desperately wanted a winner. When...