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AUGUST BUSCH III LOOKS TO WIN...AND WIN BIG
Published July 20, 1995
AUGUST BUSCH III is profiled in the latest issue of FORBES by Seth Lubove. Lubove chronicles Busch's leadership of Anheuser-Busch Cos. from the time he took over the company, when A-B had 23% of the U.S. beer market, to today when the company owns a 45% market share. Since assuming leadership, Busch has "taken away" Philip Morris' (Miller) "traditional marketing weapons" especially potent among the beer-drinking crowd: sponsorship of sporting events. A-B "locked up" the ad time for such events as the Super Bowl and the Olympics, "and continues to do so today." Lubove notes that Busch is "determined to make Budweiser as common a global brand as Coke and Marlboro and Gillette and Disney." However, int'l sales account for less than 5% of revenues, and abroad, the company faces competitors "as well entrenched" as A-B is in the U.S. (FORBES, 7/31 issue).