Anheuser-Busch has been a leader in the beer industry since its founding in 1859. It introduced many innovations like pasteurization, refrigerated railcars, and mechanized bottling. During Prohibition, it remained profitable through diversification. In the 1950s-1970s, Budweiser relied heavily on slogans in its advertising. It introduced Bud Light in 1982, which became the best-selling beer. Currently, Anheuser-Busch faces threats from foreign ownership, microbreweries, and changing consumer tastes. It aims to appeal to loyal customers while targeting younger audiences and specialty beers.

1. Marketing Biography Sarah Hanson Brant Bumgarner Brandon Berg Charlie Weber

2. History

3. 1859- Anheuser-Busch Brewing Association founded by Eberhard Anheuser and Adolphus Busch 1876- Budweiser first introduced 1901- Sales reach 1,000,000 barrels History

4. Pasteurization Refrigerated railcars Roadside icehouses Mechanized bottling line Innovations

5. National alcohol ban takes effect in 1920 (due to 18 th Amendment) Lost sales cause many breweries to shut down Anheuser-Busch remains profitable by diversifying: Non-alcoholic beverages Yeast Ice cream Malt syrup 1933- 21 st Amendment repeals prohibition Prohibition

6. Marketing

7. “ Beer drummers” Wall hangings Bud girls “ Custer’s Last Fight” Giveaways Great Depression- “Every sip helps somebody” Five Day Test Early Marketing

8. First introduced in 1933 to celebrate repeal of prohibition Image most associated with Budweiser Originally consisted of six horses, now there are over 250 Make over 200 appearances/year and travel up to 100,000 miles Hank - Clydesdale Clydesdales

9. 1950- began using television advertising 1951- first brewer to sponsor a network television show: “The Ken Murray Show” 1960s-1970s- Budweiser relies on slogans as major advertising tool “ This calls for a Budweiser” “ This Bud’s for You” This Bud’s For You Marketing: 1950s-1970s

10. Introduction of Bud Light – 1982 Brought challenge of positioning both beers effectively Surpassed Budweiser sales in 1990 Currently #1 selling beer in the world Budweiser’s new position: “The Great American Lager” New advertising media Bud.tv / Swear Jar Herestobeer.com Brewery Tours Marketing: 1980s - Present

11. Male Demographic: Sports Fans Sponsorships: Major League Baseball Major League Soccer Nascar 2008 Beijing Olympics 28 NFL Teams Superbowl Ads USA Today’s Ad Meter Award Popular campaigns included the Budweiser Frogs and “Wassup” guys “ Wassup” guys increased Budweiser sales by 2.4 million barrels Wassup Budweiser Target Market

12. Forward Thinking

13. 2008- Anheuser-Busch bought by foreign brewery InBev Part of trend of international mergers Molson Coors SAB-Miller Merger of the two – MillerCoors Merger

14. Upset loyal customers Increased popularity of: Micro-Breweries Wine Liquor Anti-Americanism in foreign countries Threats

15. Budweiser: More focus on sophistication and quality Mass appeal Emphasis on being American Commitment Bud Light Target younger audience Introduce to Anheuser-Busch, grow with brand Recommendations

16. To stay competitive: Retain loyal consumers Continue mass production, accessibility, sponsorships TOMA - more advertising than top competitors Keep up with current trends such as specialty beer: Budweiser American Ale Budweiser Select Recommendations cont.

17. Questions?