SBD/20/Sports Industrialists

AUGUST BUSCH III LOOKS TO WIN...AND WIN BIG

     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).
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