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Nothing is more American than an afternoon baseball game and an ice-cold beer. Not just any beer…a Budweiser. Anheuser-Busch has been brewing Bud for more than 130 years. The "King of Beers" brewed with just the right combination of barley, hops, rice and malt has become an American favorite.
Everyday at 3pm, brew masters at Anheuser-Busch in St. Louis gather for a round of drinks. But, it's hardly time to let loose. This is serious business. They sample fresh Budweiser flown in from the company's 12 U.S. breweries.
Adolphus Busch was one of the original brew masters. Today, the family still runs the $2 billion business. The Anheuser-Busch portfolio includes more than 100 beers - from Michelob to Bass Ale. The company dominates the nation's brewing industry and nearly 50% of the market share.
Anheuser-Busch pours in hundreds of millions of dollars into U.S. advertising each year. The master marketing plan includes print ads and TV commercials.
The American consumer is drinking less beer…opting instead of wine or harder liquors. How can beer, which for so long catered to the tough, football loving guy, possibly win over the Cosmo and Chablis crowd?
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Scott Wapner
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