Anheuser-Busch Essay, Research Paper

Anheuser-Busch is a well-known name to just about anyone. Not only are they known for their success with their breweries and environmental awareness, but as well for their nine theme parks. It is a company that has lasted nearly a century and a half. It s hard work and dedication is continually shown through the company s continuing success.

Busch had visions and dreams for creating a national beer market, and a national beer that would appeal to just about anyone. Busch had an idea and created refrigeration system to allow beer to be transported across the country. He had a system of railside icehouses, and launched the first fleet of refrigerated freight cars. this established a new transportation/refrigeration company for Anheuser-Busch. St. Louis Refrigerator Car Company was the first established as the company s first subsidiary.

In 1876, Busch got together with Carl Conrad, to create a new brand and a new taste. The brand they created was Budweiser. This special name came from a Bohemian town known as Budweis. Today, Budweiser outsells any other brand in the world. in 1879, the Bavarian Brewery was officially changed to what it is now known to everyone as Anheuser-Busch Brewing Association.

Twenty years later in 1986, Busch introduces another new brand of beer, Michelob. Michelob has also grown to be a well-liked brand. Michelob holds the position today of being super premium beer in the United States.

The company was accomplishing everything they had ever hoped for. By 1901, one million barrels of beer were in annual production. Shortly after Anheuser-Busch was hit with a struggle, prohibition. But thanks to prohibition, new flavors like root beer, chocolate syrup, ice cream, and soft drinks were put into the market. this pushed the company in many diverse directions.

The company owes its success to the three strong leaders of the corporation following Adolphus Busch. August A. Busch Sr., Adolphus Busch III, and August A. Busch Jr. With these three leaders they pulled the company through the World Wars and the Depression. Through the leadership of these three men the company turned a baker s yeast operations into the leading company in the nation, which was eventually sold in 1988. They built eight regional breweries, increased its annual sales, and began diversifying into many other areas. Theme parks, family entertainment, environmental issues, car manufacturing, and International links have helped the company go to where it is today.

Anheuser-Busch is mainly known for it s many manufactured beers and specialty beers. Anheuser is also known for many of its trademarks. Their first trademark would be that of the A as well as the eagle design. This is a symbol recognized by all as an Anheuser-Busch product first used in the company s beer products. When the design was first introduced, it was the capital A with an eagle standing on the American shield. The wings of the eagle were folded back into the A . Around the turn of the century the wings of the eagle were spread out around the A looking as if the eagle was taking off. Then, in 1939 the Union shield was replaced by a horizontal striped shield, making the Anheuser-Busch trademark what it is known to be today.

Another strong trademark of Anheuser-Busch was introduced in 1933. There are more than 250 Anheuser-Busch Clydesdales that help make Anheuser-Busch famous. Adolphus Busch built his first stable in 1885, and has now become a national historic landmark. The Busch family felt that their horses should live as comfortably as humans. The Clydesdales were the horses used in the early days of the U.S. brewing companies to deliver beer to local hotels and taverns. The story of the Clydesdales came from when August Busch Jr. asked his father to step outside his office to see anew car, but to his surprise he showed him a new Clydesdale hitch. This was a representation of the repeal of Prohibition. The Dalmatian shown with the horses was trained to protect the horses and guard the wagon when the drivers made their many stops and deliveries. A Dalmatian always rides with the Clydesdale horses. Clydesdales appear each year at hundreds of parades and festivals all over the Untied States. St. Louis grant s Farm is the home to several of these beautiful animals.

Some of the company s other world known trademarks include Bud, Budweiser, Budweiser label design, Budweiser Bow Tie design, bud light, Bud Ice, King of Beers, Michelob, Michelob light, Michelob Classic Dark, Michelob Dry, Busch, Busch Light, Natural Light, King Cobra, O Doul s, Tequiza, Corona, Busch Gardens, Adventure Island, Kingsmill, Sea World, Shamu and the Know When to Say When campaign, Busch Agricultural Resources Inc., Busch Metal Group, Busch creative Services, Manufacturer s railway Company, St. Louis Refrigerator Car Company, Anheuser-Busch Recycling Corporation, precision printing and packaging Inc., Busch Entertainment Corporation and Busch Properties.

Although Anheuser-Busch is mostly known for their beer products, they have managed to take over the entertainment industry as well. Busch Entertainment Corporation owns and operated nine them parks throughout the country. The Busch family controls the largest family entertainment and adventure-park operators in the untied States. In 1997, the Busch Entertainment Corporation achieved a remarkable record. The company exceeded $100 million in operating profits for the first time in history. The company also excelled in attendance, revenue, hosting nearly 21 million guests during the year. Year after year the theme parks set records for the turnouts for their family entertainment subsidiary.

The first park that opened was Busch Gardens in Tampa Bay, Florida. A 335 acre African-theme family entertainment park was opened. it features naturalistic animal attractions, thrill rides, roller coasters and live entertainment. Adventure Island operates a 36 acre park next to Busch Gardens in Tampa. many of the park s features are splash rides, a wave pool and unique water play areas. Busch gardens of Williamsburg operates 360 acres in Virginia. This park received the award of being one of the most beautiful theme parks in the united States. An adventure through European legends, offering live entertainment, family rides, exhibits, and shows. Water Country USA is also located in Williamsburg, Virginia and is the newest play park. It offers more than 30 water rides and slides and sets a 50 s and 60 s theme. Sesame Place Park is located just outside Philadelphia, PA in a town called Longhorne. This family oriented park was developed with the Children s Television Workshop. The park carries a theme like the TV show Sesame Street . The park has fun activities, water rides and appearances by some of the shows favorite characters,

In 1989, the company acquired Sea World from Harcourt Brace Jovanovich. Sea World operates four theme parks. Orlando operated one of the most popular marine life education and entertainment, and has opened 16 new attractions in the past six years. San Diego is home to more than 12,000 marine and aquatic animals on more than 150 acres. Polar bears, beluga whales, walruses, and seals are brought to the guests due to their Wild Arctic Exhibit. San Antonio is 250 acres, has become the world s largest marine life park. Texas offers a multi-million dollar street roller coaster, The Great White, will be Texas only inverted roller coaster, which means the riders will dangle their legs from the ride and go heels over head through a series of loops, corkscrews, and high-speed maneuvers. Sea World of Cleveland on 90 acres backing up to a scenic lake in Aurora. This park is one of mid-America s most popular theme parks featuring Shamu, seven daily live shows, and over 20 animal attractions and exhibits.

These them parks continually build their strength by offering both entertainment and educational facilities. Busch gardens and Sea World also do a great job in marketing their beer products and promote an outstanding image to millions of tourists annually.

Anheuser-Busch decided to keep their focus on beer and entertainment. Anheuser-Busch acquired the St. Louis baseball Cardinals in 1953. After 43 years they sold the baseball franchise and team stadium for $150 million. Also, Anheuser-Busch purchased Campell Taggart in 1982, which spun of to become Eagle snacks. Also in 1996 the company closed its Eagle Snacks unit, getting out of food services completely.

Anheuser-Busch International Inc., is the company s international beer subsidiary. They developed this company as a trial and error process. they planned to explore and develop markets outside the United States. Budweiser is now brewed in 11 overseas markets and exported to more than 80 others. AB is trying to build Budweiser s presence and establishing a trustworthy international business operations through investments in foreign breweries, and joint ventures with other foreign companies.

In the America s, Anheuser-Busch acquired a 17.7 percent interest in Mexico s leading brewer, Grupo Modelo, S.A. 1993 offered a strong year for AB in Mexico. Grupo Modelo produces Corona beer, which holds the number one spot in Mexico. Anheuser-Busch began talking to Modelo in 1989 when Budweiser was introduced under an export distribution agreement. Budweiser and Bud Light are the leading import brands there.

Through 1994 and 1995 Anheuser-Busch signed agreements with the number 1 breweries in Costa Rica, El Salvador, Guatemala, Honduras, and Panama. Canada represents the largest market for Budweiser outside the United States. Budweiser and Bud Light continue to be brewed and distributed by Labatt Brewing Company Limited. Anheuser-Busch also has agreements signed with Brazil s second largest brewer. Brazil is the world s fifth largest beer market.

In 1993, Anheuser-Busch also formed a joint venture with Kirin Brewery to distribute in Japan, Budweiser Japan Company, Ltd.. Kirin breweries provide both marketing control and effective distribution network and helps lead to the growth of the brand. Oriental Brewing Co., Ltd of Seoul, South Korea, has established Budweiser as a dominant position in the international beer category.

AB purchased 85% in Budweiser Wuhan International Brewing Company Ltd., in the people s Republic of China. In 1998 they completed an expansion of the brewery. The brewery now produces the Budweiser and Steinbrau brands for distribution in China. In 1996 AB signed a distribution agreement in the Philippines with Asia Brewery, Inc. the Asia Pacific market offers a large and growing export business. Exports to Taiwan and Micronesia are important to the sales volume in that region. Michelob Classic Dark has established a significant share of the import beer market in Taiwan.

Throughout Europe, Budweiser is distributed in London, Ireland, Scotland, Italy, Spain and Switzerland. In 1996, Anheuser-Busch pulled out of talks to obtain the rights to the Budweiser name in 11 countries, while Czech brewer Budvar Budejovicky owned it in nine countries where they call it Bud.

Anheuser-Busch has strong endeavors and beliefs in the environmental issues. Anheuser-Busch is one of the largest U.S. manufacturer of aluminum beverage containers. ABRC has held this position for ten consecutive years. In 1997, it recycled more than 648 million pounds in aluminum equaling 20 billion cans. Also in 1997, ABRC continued to support Anhesuer-Busch s beer operations by helping reduce container costs. ABRC ended up recycling an equivalent of more than 125% of the beer cans sold during that year.

Anheuser-Busch has a history of environmental history dating back to 1852. August A. Busch once said, Every choice we make regarding the earth, air, and water around us is made with the objective of preserving it for all generations to come. this is our pledge and our promise. They hold this pledge very dear and live to it, and it shows. In 1947, 7,000 acres of natural habitat was transformed into the August A. Busch memorial Wildlife was established. Throughout the years Anheuser-Busch has done all they could to preserve endangered species. hey have been very successful in breeding endangered species and helping in the preservation of their species. They also have been known to be the first to show a significant reduction in amount of aluminum used in cans, and reduction in the amount of glass used in bottles. they have been recognized for these achievements ad received many awards for this. In 1987, they funded a project to provide the Rocky mountain Elk Foundation preserve 1.8 million acres of wildlife habitat. they also have been successful to reduce landfill waste by more than 50% since 1995 , and help their breweries recycle more than 96% of solid waste. Although they keep receiving many awards, their strive to help the environment is a constant issue with Anheuser-Busch. Their commitment and dedication is always showing.

Anheuser-Busch has also made underage drinking and adult responsibility, when drinking, a priority. They feel that if you are legal to drink, you should drink responsibility. AB makes their products for the ones they can abide by these tactics. Today s youth has made more problems with alcoholic beverages in the last decade due to the lack of self-control. This deals with college students, such as bingeing on the weekends, and fraternity hazing, which can lead to car accidents or even death from consuming too much alcohol at once. They have enacted from these incidents, and organizations have been formed to try to prevent drinking fatalities. In 1982, Bud Light has introduced a nationwide campaign, Know when to say when. through this campaign they are hoping that it will educate the youth and adults to be responsible when and if they are drinking.

throughout the last century and a half, Anheuser-Busch has been a leading contributor to the economy. they have increased their market share, and have been the number one beer nationwide. They are continually working on expanding into other countries and making AB the number on brand as well. their efforts to maintain the environment is a strong as ever and they are always developing new projects to help keep their goals in mind. Throughout their strategic marketing aspects, Anheuser-Busch will continue to grow strong, and go into the 21st century as the leading brewing association. With the help of the Entertainment Division they will hold the number one position in a lot of specialized areas.