LIVE Magazine TV January 2020
EBERHARD ANHEUSER, MEET ADOLPHUS BUSCH“It is my aim to win the American peopleover ... to make them all lovers ofbeer.” - Adolphus Busch (1905)Our founder, Adolphus Busch, journeyed to Americafrom Germany in 1857, determined to make his dreamscome true. Adolphus wasted no time once he landed inSt. Louis, and started work at a brewing supply company.Among his clients was Eberhard Anheuser (the namemight sound familiar), who owned what was then knownas E. Anheuser & Company. Adolphus married Eberhard’sdaughter, Lilly, in 1861.After fighting for the Union during the Civil War, Adolphusjoined his father-in-law’s business, bringing big, ambitiousideas with him. Adolphus’s entrepreneurial spirit and salesprowess contributed enormously to the brewery’s growth.By 1875, Adolphus was named secretary-treasurer, andin 1879, the company’s name was officially changed toAnheuser-Busch Brewing Association. After Eberhard’spassing in 1880, Adolphus became president.A LESSON IN INNOVATIONAdolphus was drawn to St. Louis because of the city’slarge German population. But a large German populationmeant a lot of beer, which in turn meant a lot of competitionfor Adolphus and Eberhard’s brewery. Luckily, Adolphuswas 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 toplaces with a less-crowded beer market, Adolphus stayedclose to emerging technologies and developments thatcould make expansion possible. One major developmentwas pasteurization, which increased the shelf life of bottledbeers by up to four months, and allowed for furthershipping. In fact, Adolphus pasteurized his beer beforeAmerica pasteurized milk.Refrigerated rail cars also helped Adolphus ship his beeracross long distances, but they were expensive. He tookmatters into his own hands and started a company tobuild the rail cars faster, and for less money. A networkof rail-side ice houses followed shortly after, and beforelong, Anheuser-Busch was taking the entire country bystorm.
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EBERHARD 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.
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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