Word: busch
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...Newark, its first eastern brewery. When it is completed in 1951, the new plant will turn out 1,000,000 barrels of beer a year, and put Newark close to the nation's biggest brewing centers-Milwaukee, St. Louis and New York. With its new plant, Anheuser-Busch will save on shipping costs to the East Coast. It also hopes to regain its place, lost a few years ago to Milwaukee's Schlitz, as the nation's biggest beer producer...
Enter Adolphus. The Anheusers and the Busches got together in St. Louis before the Civil War, when Adolphus and Ulrich Busch, young sons of a vast family (21 children) of German immigrants, married two daughters of Erberhard Anheuser, a small and not very successful brewer. Son-in-law Adolphus, who combined a Teutonic genius for organization with the salesmanship of a pitchman, soon built up annual production to 25,000 barrels. In 1876, he got a new and better beer formula from a local restaurateur and called the new brew Budweiser...
...first to use the new discovery of pasteurization to keep bottled beer from spoiling, and thus was a jump ahead of most U.S. brewers, in national distribution. By 1901, Anheuser-Busch, Inc. was turning out more than 1,000,000 barrels a year. Adolphus also took some sidelines: he built the Adolphus Hotel in Dallas, and brought the first diesel engine patents from Switzerland...
Exit Beer. When Prohibition came, President August said: "We'll make shoelaces if we have to, but I'll never close this plant." Anheuser-Busch never had to make shoelaces, but it made "Bevo" (an unfermented, nonalcoholic drink that was supposed to taste like beer), near-beer, ginger ale, Grape Bouquet, root beer, "Kaffo" (a syrup for iced coffee), Busch "Tee," Carcho (a chocolate drink), starch, dextrine, corn products, malt syrup (for home brewing), and even refrigerator truck bodies and ice cream freezing units. In the end, it was yeast that pulled the company through, and today...
When Prohibition ended, Anheuser-Busch was ready: the day after Repeal, more than 3,500 barrels of beer rolled out of its St. Louis plant. Two months later, President August, long in poor health, shot himself...