LIVE Magazine October 2019
CHAPTER ONE: EBER- HARD ANHEUSER, MEET ADOLPHUS BUSCH “It is my aim to win the American people over ... to make them all lovers of beer.” - Adolphus Busch (1905) Our founder, Adolphus Busch, journeyed to America from Germany in 1857, determined to make his dreams come true. Adolphus wasted no time once he landed in St. Louis, and started work at a brewing supply company. Among his clients was Eberhard Anheuser (the name might sound familiar), who owned what was then known as E. Anheuser & Company. Adolphus married Eberhard’s daughter, Lilly, in 1861. After fighting for the Union during the Civil War, Adolphus joined his father-in-law’s business, bringing big, ambitious ideas with him. Adolphus’s entrepreneurial spirit and sales prowess contributed enormously to the brewery’s growth. By 1875, Adolphus was named secretary-treasurer, and in 1879, the company’s name was officially changed to Anheuser-Busch Brewing Association. After Eberhard’s passing in 1880, Adolphus became president. CHAPTER TWO: A LESSON IN INNOVATION Adolphus was drawn to St. Louis because of the city’s large German population. But a large German population meant a lot of beer, which in turn meant a lot of competition for Adolphus and Eberhard’s brewery. Luckily, Adolphus was a talented salesman with an eye for innovation. He wasn’t about to be discouraged by competition. Recognizing the need to expand outside of St. Louis to places with a less-crowded beer market, Adolphus stayed close to emerging technologies and developments that could make expansion possible. One major development was pasteurization, which increased the shelf life of bottled beers by up to four months, and allowed for further shipping. In fact, Adolphus pasteurized his beer before America pasteurized milk. Refrigerated rail cars also helped Adolphus ship his beer across long distances, but they were expensive. He took matters into his own hands and started a company to build the rail cars faster, and for less money. A network of rail-side ice houses followed shortly after, and before long, Anheuser-Busch was taking the entire country by storm.
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