Anheuser Busch:

Commented [1]: Overall, I liked your paper. I learned

some things about beer and the companies that I did
not know before. I also liked your plan of study idea.
Good work.
Commented [2]: Overall good paper. I thought your
idea to create a new beer for larger manufactures was
a good idea. Keep up the good work.

Zachary Stewart: UWRT-1104-004

Commented [3]: Your Assignment 2 was good overall,

for the most part. There was clarity in what you wanted
to do/cover for your research. Your study was also well
developed in terms of the questions provided in the
study. Really good effort.

Introduction
Anheuser Busch has grown their way onto many consumers and has become part of
everyday life of some. They were founded in St. Louis, Missouri in 1852. Over the past 164
years it is intriguing to see what Anheuser Busch has accomplished. They have grown
substantially into a thriving business. Anheuser Busch along with others have completely
changed the adult beverage market, and theres no telling where it would be today without them.

Commented [4]: Maybe try looking back to the

Assignment 2 rubric. Your introduction should include
the potential biases with you and your topic. Just make
sure to include this before turning the assignment in.
Commented [5]: Your intro was good. Maybe try to
include some facts or stats about the company and
how smaller brewers have recently been going up.
Commented [6]: You first paragraph is good but it
seems like something is missing. I feel a little confused
when reading the beginning of your introduction
because there aren't any basic facts about Anheuser
Busch. Before discussing about Anheuser Busch you
should mention what it is. This will decrease confusion
when reading your introduction.

Even with all of their accomplishments in the past their future has shown it will certainly not be a
given. With the upcoming of small breweries and craft beer, along with constant business
mergers Anheuser Busch is faced and will be faced with many challenges. And how they adapt
and choose to approach these challenges will determine their ultimate destiny.
Some of the challenges they are going to have to adapt their products and advertising to
the ever changing consumer base and market. I am planning on becoming informed and
hopefully inform others on Anheuser Buschs history and how exactly they are adapting to the
future so far. Also once I have completed my research I would like to conduct a study. The study
will be to try to come up with a solution to the market/ consumer shift happening. Once I have
completed my study, I plan to develop a new and improved product that the consumer will love.
I hope to be able to work with Anheuser Busch or be able to share my studies in order to help
ensure their spot in the future of corporate brewing.

Literature review

Commented [7]: So your intro had a good start but

need to incorporate a few more points. You need to
add why you may seem biased with the topic you are
doing. You can also expand on your reason for
researching and the study you plan to do.

Over the past 150 plus years Anheuser Busch has grown into a thriving company in
America. The rich history of the company has shown tremendously through their evolution,
along with adding to America's history. Anheuser Busch was founded in 1852 in Missouri. When
the company was first bought Anheuser soon hired his son in-law Adolphus Busch. Starting off
was very slow. Their products remained very local and restricted until the refrigerated railroad
allowed access throughout the states and all over the country. Which in turn leveled the field
between large breweries and regional breweries. (Stewart, 2016) The company has a rich
heritage one which it was built. They even helped the military during the world wars. During
prohibition the company produced malt syrup, yeast, ice cream, soft drinks, along with starting a
refrigeration car company. By midnight on April 7th, 1933 when prohibition ended, Anheuser
Busch was rolling out barrels of Budweiser. Anheuser Busch jrs son then gave him an antique
red wagon which was pulled by a team of Clydesdale horses that delivered a case of Budweiser
to the white house. (American Original, 2009) Since prohibition Anheuser Busch grown
tremendously and some think they have peaked and are struggling to keep up in the market.

Most beer before prohibition was homemade and very generic. After prohibition though
is when things took off. Major breweries rule the market but things seem to be making a turn.
Since 1980 craft beer breweries have been gaining ground in the market. Most large breweries
think quantity is the answer to cutting down costs and gaining consumers. But craft brewers are
doing the exact opposite. Today you if you buy a 12 pack of Anheuser Busch its generally going
to cost you about half the price of the same quantity pack of a craft beer. But people are buying
the craft beer more and more each day. This shows in the market that the economics of
authenticity can compete the economics of scale, and are. (Krill, 2013) So why does this seem to

Commented [8]: Briefly describe what a craft beer is

and how it defers. Just some general information for
readers who are not familiar with beer.

be happening now? I mean beer technically is older than bread. The market for overall beer sales
are falling, and large beer companies are beginning to panic. Craft beer breweries see large
corporations as cut throat, which is why craft brewers work together. The small breweries are
working together more and more every day by sharing resources, business pans, ideas, and
overall creativity to try to educate one another. (Barley, 2013) The German beer used to be the
worlds best beer, but today its the American craft beer.(Krill, 2013) In order to try to keep up
with not only the craft beer but with the world market as well, Anheuser Busch was bought out
by Belgium brewer INBEV for 52 billion dollars. Now named Anheuser Busch INBEV, the
company is now the worlds largest brewer. (American Original, 2009) Furthermore, the
company is looking to make a merger with SAB Miller. Together the company would create a
monopoly in America, controlling about 70 percent of the US market. According to the critics,
they say beer drinkers could face higher prices and fewer choices. Also small brewers say they
just cannot compete on that scale. Nikos Ridge, CEO and co-founder of Ninkasi Brewing in
Oregon, says were happy to compete on quality of product, on consumer engagement, on
value. But its just really hard for us to compete just in terms of market power. The deal still
has to be approved, so nothing is set in stone yet. (Greene, 2015) Until then Anheuser Busch will
search other means of growth. Means such as advertising.

Anheuser Busch produces 100 million barrels of beer a year, with Miller producing only
40 million. How could a company manage to get that much product to consumers? By gaining
more consumers of course. In 1933 the first television sets were sold to tavern owners. Thus
creating the opportunity for television advertisements. For the past 10 years Budweiser has been
the USA Todays best super bowl commercial. Every year Budweiser spends 500 million in

Commented [9]: You used your sources well but I saw

that you did a lot of "entering the convo" in your lit
review. This aspect was basically to summarize your
sources but I felt you added a lot extra information that
should've been saved for the entering the conversation.
Not sure you incorporated all 10 sources though,
maybe go back and check that.

advertising, much of which goes towards the super bowl commercial. Just the 1 minute window
to play your commercial can cost in excess of 6 million. But you can guarantee that the iconic
Budweiser Clydesdales will be shown. Over time these horses has stood for the strong tradition
of Anheuser Busch. Today the company owns more than 250 Clydesdales, and has five teams
that tour the country for advertising. Bud light even had their own mascot, Spuds Mckenzie, but
was removed because people thought it was promoting partying and underage drinking to
underage viewers.(American Original, 2009) Also in the 1970s, breweries would hire college
students who were of age. Not to make beer, but to promote their brand on campus. (Noll, 2014)

Apart from advertising, another way Anheuser Busch has tried to broaden their market is
in their products. The overall process of making beer is pretty generic as you can see in my
observations. (Stewart, 2016) But Anheuser Busch has a whole department dedicated to nothing
but trying new variations of specific recipes in hopes of coming up with a new and improved
beverage. In the 1970s came the light beer craze. Anheuser Bush had to come up with
something to compete with the low calorie, less filling beer market. Thus Bud Light was born. In
1982 Bud Light took over as Anheuser Buschs number one selling beer leaving Budweiser at
number two. (American Original, 2009) Just last year in September of 2015, Budweiser teamed
up with legendary rock band Metallica to channel the brute force of this historic show and be
inspired by its vibrations, its energy, and its decibels to create a beer in the image of the power of
rock. A Budweiser subsidiary at the Labatt facility sent a 48 foot tanker filled with Metallicabranded beer to Quebec, Canada to celebrate the band opening up a new venue. (Chappell, 2015)
Entering the conversation

Commented [10]: Good start to your entering the

conversation but seems fairly brief. You needed to
expand more and address the sources you used in
your literature review. So, give more of your input on
the sources you gathered. Try to look at the
assignment 2 outline and add more to the conversation
based on the points you need to cover.

In my studies, it has become clear that something new needs to be added to the brewing
industry. The rising of small craft breweries across the world, causing the market for large scale
breweries to declining, shows it is time for a large brewery to introduce something new to the
table if they want to ensure a spot in the future of corporate brewing. (Barley, 2013) With such a
rich history as Anheuser Busch, I feel as though new ideas and products should be launching out
to the consumer's daily. But it doesnt seem as such, so I am planning to conduct my own
research in hopes of developing a solution to the issue.
The issue being addressed is the development of a product thats so new and original to

Commented [11]: Your entering the conversation had

a good start but I felt kind lost when reading it. You
stated you wanted to develop a solution to the issue.
I'm not sure what issue you were referring to. Try to
make this more clear to resolve the confusion.

the consumers that it takes over the top of the market. In order to do such a task, I plan on
developing a study to see which particular beverages is the favorite among a group of a variety
of consumers and non-consumers. To gather the greatest amount of nonbiased information, I
plan on studying four groups of six people. The groups will be separated by the age groups 2130, 31-45, 46-60, and 60+. Each group will consist of three males, and three females. One male
and female will be an avid consumer of beer, one will be a social/ not active drinker, and the last
will be from a foreign country. The male and female from a foreign country will probably be
from an area around the world who consumes the most alcohol as a whole. The groups will be
given 20 different samples of beer from all over. A few of the samples will be from Anheuser
Busch, the rest will be from other competitors. The observers will be given a chart to rate their
choices 1-20, with 1 being the best and 20 the worst. Once the beer is sampled, there will be
three brief questions to help get the consumer brainstorming on what their view is on the
substance. There will also be a comment section where it is encouraged to talk more about the
opinions you feel strongly about each sample.

Commented [12]: I like how you did your plan of study.

The only thing I would recommend changing is making
each group of males and females larger. I would say
like 12 males and 12 females or more. This would
create more opinions to help your conclusion in this
study.

Rating:

Sample#
1-20

2
3
4
5
6
7
8
9
10
11
12
13

14
15
16

Question 1:

Question 2:

Question 3:

Comments:

What do you
like/dislike
visually?

What do
you
like/dislike
about the
scent?

What do you
like/dislike
about the
taste?

Please give a
few sentences
on what you
wish there was
more or less of.

Beer:

*not visible to
test subject

Gambrinus
(Czech
Republic)
Bud Light
(USA)
Snow
(China)
Tsingtao
(China)
Krombacher
(Germany)
Budweiser
(USA)
Carlton Draught
(Australia)
Heineken
(Netherlands)
Miller Light
(USA)
Corona
(Mexico)
Skol
(Brazil)
Baltika
(Russia)
Asahi Super
Dry
(Japan)
Coors Light
(USA)
Anartica
(Brazil)
Stella Artois
(Belgium)

17

Three
Horses Beer
(Africa)

18

Victoria Bitter
(Australia)
Harbin
(China)
Guinness
(Australia)

19
20

Once I have collected and analyzed the data, I will study every aspect of the top 5
products and figure out what it consists of. With this information I will conduct several
experiments and come up with possibly 5-10 new products. Then I repeat the procedure I did in
the beginning to see what sort of reactions I get to the products I created. I hope that this
experiment will result in a new product that the consumers will love.

Conclusion
As I researched the history of Anheuser Busch, I found myself finding more and more of
what they are up against in their future. In order for Anheuser Busch to keep up with the industry
they are going to have to expand their horizon to keep up with the new craft beer market. The
craft beer market is a new market, where small breweries come up with a variety of products that
have very distinguishing qualities. The new market only started coming up with in the past 30
years or so, and are taking more of the corporate breweries market every day.

Commented [13]: Conclusion is good but can take

some revision. Incorporate how your work relates to
previous research in your literature review. You didn't
really address the results of your research so maybe
revise that aspect.

As I started wrapping up my plans for my study it dawned on me. The exact study I
developed is what the craft industry has done with the beer market. Instead it should be the large
manufacturers who definitely have the means, leading the way in the crafting of new beers. I feel
as though the bonding of the small breweries has helped them gain traction in the market. And by
not selling out their ideas to large manufactures, they have kept the profit to themselves.
In my near and distant future I plan on traveling around the world. As I travel I hope to
non-formally continue my research and studies on the beer market. Knowing along the way I can
compare them to my personal favorite, Budweiser from Anheuser Busch.

References

American Originals: Budweiser. Films On Demand. 2009. Accessed March 15, 2016.
fod.infobase.com/PortalPlaylists.aspx?wID=149262&xtid=40548.

Commented [14]: I noticed your format is in APA style.

Just make sure to put your citations on your references
page in hanging indent. Also, References should not be
bolded or underlined when using APA style.

Commented [15]: Since you are using APA format,

you should make an indent for each citation. You can
refer to the APA/MLA guidelines to be sure your format
is correct. Try to keep the same text format throughout.

Barley, John. "Culture of Beer: John Barley at TEDxNaperville." YouTube. December 18, 2013.
Accessed March 16, 2016. https://www.youtube.com/watch?v=LxHmfh0Krx0.

Busch, Anheuser. "Brewing Process | Anheuser-Busch.com." AnheuserBuschcom Brewing

Process Comments. Accessed March 16, 2016. http://anheuser-busch.com/index.php/ourheritage/commitment-to-quality/brewing-process.

Busch, Anheuser. "History | Anheuser-Busch.com." AnheuserBuschcom History Comments.

Accessed March 16, 2016. http://anheuser-busch.com/index.php/our-heritage/history/.

Chappell, Bill. "... And Beer For All: Budweiser Makes A Metallica Beer In Canada." NPR.
September 16, 2015. Accessed March 16, 2016. http://www.npr.org/sections/thetwoway/2015/09/16/440860959/-and-beer-for-all-budweiser-makes-a-metallica-beer-in-canada.

Greene, David. "Craft Brewers Raise Red Flag Over SABMiller, Anheuser-Busch Merger."
NPR. October 14, 2015. Accessed March 16, 2016.

Krill, Ryan. "Nature and Nurture of Beer: Ryan Krill at TEDxCapeMay 2013." YouTube.
November 19, 2013. Accessed March 16, 2016.
https://www.youtube.com/watch?v=QkEbKp8PPfo.

Metzger, Scott. "TEDxSanAntonio - Scott Metzger - Crafting Better Businesses - Insights from
the Beer Industry." YouTube. December 28, 2011. Accessed March 16, 2016.
https://www.youtube.com/watch?v=ihyQddLd4xU.

Noll, Chuck. "How Beer Drinking Changed My Life... | Chuck Noll | TEDxEvansChurchill."
YouTube. November 21, 2014. Accessed March 16, 2016.
https://www.youtube.com/watch?v=nvlyA2eEJFM.

Stewart, Zachary. "Assignment One." Anheuser Busch, February 27, 2016, 1-5.

Stewart, Zachary. "Assinment One." Compiled by Brian Modlin. Interview, February 27, 2016,
3.