Word: schlitz
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...Elder Lachner knows little about beer. But he is an old hand at selling, was with Colgate-Palmolive for 16 years, where he ended up as vice president of the keenly competitive soap division. Chief reason for the change at Pabst: it slipped from third to fourth place, behind Schlitz, Anheuser-Busch, Ballantine...
MILWAUKEE'S SCHLITZ is again the No. 1 U.S. beer, after having been nosed out by St. Louis' Anheuser-Busch (Budweiser) in 1953 and 1954. The 1955 sales totals: 5,780,000 bbls. for Schlitz, close to 100,000 bbl. more than Anheuser-Busch...
...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 of turning out an additional 1,840,000 bbls. a year, Anheuser-Busch turned out an alltime record of 6,711,222 bbls., 1,500,000 bbls. more than its nearest competitor, Schlitz. One of the big helps...
...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 the full blame. Said he to his stockholders...
...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...