Anheuser-Busch vs Miller - It’s Miller Time! | 3
Business Wars
Audible
4.6 • 13.5K Ratings
🗓️ 5 June 2019
⏱️ 26 minutes
🧾️ Download transcript
Summary
Come the early 1970s, Miller has a new owner: tobacco giant Philip Morris. Armed with the Marlboro maker’s millions and marketing skills, Miller is about to shake up the beer business with a campaign targeting blue-collar workers thirsty for a cold pint...or three.
But at Anheuser-Busch, a generational rift is brewing — one that could have major repercussions for the beer business. The tensions between conservative-minded CEO Gussie Busch and his forward-thinking son and heir August Busch III are fast approaching the breaking point.
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Transcript
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| 0:00.0 | Hey, prime members. You can listen to business wars at free on Amazon music. Download the app today |
| 0:12.8 | It's fall 1971 and something weird's going on inside Miller's Milwaukee headquarters |
| 0:20.0 | Mechanics and advertising guru Bill Bakker is in the office of the breweries new president John Murphy |
| 0:26.6 | Bakker stares and disbelief |
| 0:29.4 | Murphy a burly New Yorker is grinning and bobbing side to side in his chair |
| 0:35.8 | Bill come take a look at this |
| 0:38.7 | Bakker walks behind the desk and looks down |
| 0:41.9 | Murphy's cleaning his shoes are a rug under his desk |
| 0:45.2 | The rug is emblazoned with the Anheuser Bush logo a giant letter a and a bald eagle |
| 0:52.2 | Murphy winks at Bakker |
| 0:54.2 | See I can wipe my feet on Anheuser Bush every day |
| 0:58.9 | It also reminds me of my mission which is |
| 1:03.0 | Make Miller number one |
| 1:06.1 | Bakker races an eyebrow Miller is America's seventh biggest brewery, but it's way behind industry leader Anheuser Bush |
| 1:15.0 | Miller's market share is just 4% the home of Budweiser owns 18% |
| 1:21.8 | The company would need to spend hundreds of millions of dollars building new plants just to be able to produce as much beer as |
| 1:28.2 | Anheuser Bush let alone sell it |
| 1:31.4 | But Miller does have one big advantage |
| 1:35.5 | It's new owner tobacco giant Philip Morris |
| 1:39.8 | Two years ago Philip Morris paid |
| 1:42.6 | 220 million dollars to get full ownership of Miller now |
| 1:47.2 | It plans to use its cigarette millions and the same marketing strategy that made Marburg or the world's best-selling smokes |
... |
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