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...with less sugar and, some claim, the low caloric content of light beers. Get ready to hear a whole lot more about "dry beers," which are being introduced in U.S. bars, restaurants and supermarkets. After only two months of testing in five regional markets, St. Louis-based Anheuser-Busch, Inc., the nation's biggest brewer, is so enthusiastic about its version of the product -- Michelob Dry -- that it is launching it with the industry's biggest introductory ad campaign since Bud Light. Two other firms have joined in the dry stakes. In early November, G. Heileman Brewing Co. of Wisconsin...

Author: /time Magazine | Title: Food: A New Brew Too True? Dry beers go national | 12/5/1988 | See Source »

...Anheuser-Busch is encouraged that during the test-marketing of Michelob Dry, word of mouth prompted a strong demand, particularly among women. Some of their capsule comments: "smoother," "very refreshing," "no beer aftertaste." The nation's other big brewers have adopted a wait-and-see attitude about dry beer, mindful that sales of Michelob's other brews (regular, light and dark) have recently fallen off. Ultimately, the fate of the new dries depends on the taste buds of the nation's 129 million beer drinkers, who can be both fickle and brand loyal all at once...

Author: /time Magazine | Title: Food: A New Brew Too True? Dry beers go national | 12/5/1988 | See Source »

...profit, if less than the expected $65 million. Said NBC Sports president Arthur Watson, in offering customary "make good" spots to buyers of commercial time: "We have an obligation to our advertisers, and we intend to keep it." Among the reported recipients: Coca-Cola, Xerox, McDonald's and Anheuser-Busch. Many disgruntled viewers were wishing for some way that NBC could provide make-goods to them...

Author: /time Magazine | Title: No Time For the Poetry | 10/3/1988 | See Source »

...while basketball and football shake their heads at Chris Mullin and Tommy Kramer. But baseball literally cheers for hangovers. In Mel Allen's day at the Yankee mike, home runs were "Ballantine blasts." Now the St. Louis Cardinals do their rallying to the Budweiser jingle played incessantly on the Busch Stadium organ...

Author: /time Magazine | Title: Sport: A Heady Mix: Booze and Baseball | 5/23/1988 | See Source »

...part of an effort to control--and profit from--the vacation traffic, local officials and bar owners plan a host of special activities. The Anheuser-Busch brewery is sponsoring an event called "Glazer Chase" on the beaches of Daytona and Ft. Lauderdale...

Author: By Charles P. Kempf, | Title: Beaches, Beer and Bathing Suits | 3/25/1988 | See Source »

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