Word: michelob
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Dates: during 1950-1959
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...Cards involved more than baseball. McCulloch spent many hours at the Anheuser-Busch brewery, absorbing facts about beer. One afternoon, after all the facts were absorbed. Frank and Contributing Editor George Daniels, who wrote the cover story, submitted to Brewmaster Frank Schwaiger's blindfold test, comparing Budweiser and Michelob with other brands of beer. "This beer-tasting," McCulloch concluded, "is a fine tradition...
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...
...laboratory, one of the biggest in the industry, 225 technicians are currently at work, some of them on a new can-crimping machine that will cut down on the air, keep canned beer as fresh as bottled brew. Another project: a new pasteurization process so that Michelob can be bottled...
...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 the beer in his mouth the way whisky...
...malted barley and the entire output (192,000 tons) of a nearby coal mine. Over them all hangs the sick-sweet smell of malt and hops. The name of the city-within-a-city: Anheuser-Busch, Inc., largest U.S. brewery (by area) and maker of famed Budweiser and Michelob beers...