Word: boost
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Whatever the reason, U.S. brewers are trying every trick of the trade to boost their lagging sales. To keep ahead of the pack, Anheuser-Busch's President Gussie Busch has taken over the sales job personally, is kicking off a record $14 million advertising campaign to plug his beer; to tempt the TV-watching home market he has brought out new four-fifths-of-a-quart bottles, plus 16-oz., 10-oz. and tiny 7-oz. "ladies' size" bottles. As a running mate for premium Budweiser, the company has developed a brand-new, cheaper...
From 1947 to 1952 Busch rode his company as if it were a balky jumper, forced it over hurdle after hurdle. Overruling his conservative directors, Busch kicked off a $50 million expansion program for the St. Louis 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...
Worst Mistake. Busch has also made some 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...
STEEL NEGOTIATIONS are entering the critical stage, but neither union nor management thinks there will be a strike when the contract expires this week. Though Steelworkers' Boss David McDonald has rejected the industry's offer of about a 10?-an-hour wage boost as an "insult," few tempers are ruffled, and the industry is expected to make a satisfactory offer...
POWER REPORT by a Hoover Commission task force this week will recommend that the U.S. get out of the public power business as soon as possible. The task force, headed by Jones & Laughlin Chairman Ben Moreell, wants the Government to sell off its projects (including TVA and Bonneville), boost rates to the level of private rates, and make those who benefit from irrigation, flood-control and other water-resource projects pay more of the cost. In no future project should the U.S. contribution through loans total more than...