Busch page 7

Busch page 7 by ric gustafson


At the start of World War II, brewers had to show patriotism. They sent lobbyists to Washington to convince lawmakers that beer was a vital part of morale. The US Brewers Association started an ad campaign promoting beer as America's Beverage of Moderation. Brewers shipped millions of bottles and cans to military bases around the world. The big three breweries- Anheuser Busch, Pabst and Schlitz sold the most to the military.
Gussie Busch did his part by becoming a major in the US Army Ordiance Department thanks in part to Missouri senator Harry S Truman. After the war was over, Gussie returned to St Louis but his marriage to Elizabeth had become strained. They seperated and with his daughter Lotsie, moved into a six bedroom apartment. Business at the brewery was up but Pabst had now taken over as America's number one brewery.
In August of 1946, Adolphus III died from stomach cancer. Six days later, Gussie was named President of the brewery. His plans for the brewery were immediate. Capacity was increased for the higher demand of their product. Of the fifteen Board of Directors, seven were family members. Family owned seventy five percent of the brewery's stock. Even with all of Gussie's changes, the brewery went down to fourth place in 1947 with Schlitz taking first place.


research help: ' Bitter Brew' by William Knoedelseder


Peace and God's blessings. Love Ric