Anheuser-Busch vs Miller - Swinging for the Majors | 2
Business Wars
Audible
4.6 • 13.5K Ratings
🗓️ 3 June 2019
⏱️ 28 minutes
🧾️ Download transcript
Summary
By 1933 Prohibition is over, and that means the race is on to dominate a beer market that’s been reset. Under the leadership of Anheuser-Busch heir Gussie Busch, the company is out to reclaim the beer throne. But there’s a challenger for the crown — Milwaukee’s top brewery, Schlitz.
But as these two giants lock horns in the fight for dominance, Miller Brewing is struggling to realize its dream of becoming a major league brewer. And it won’t sit by on the sidelines.
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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. |
| 0:04.8 | Download the app today. |
| 0:07.0 | It's April 6, 1933, and a huge crowd stands outside the rot iron gates of the Anheuser |
| 0:20.0 | Bush brewery in St. Louis, counting down the seconds. |
| 0:25.7 | They watch the second hand on the brew house clot from jerk towards midnight. |
| 0:30.6 | Inside the gates, brewery chief Gussie Bush stands at the truck loading room ready to give |
| 0:36.1 | the signal. |
| 0:38.5 | The crowd explodes into cheers, as they do, Bush starts waving his arm in a circular motion. |
| 0:46.8 | Inside the gates, the trucks build with the floodwizer rev their engines. |
| 0:52.4 | In the sky, fireworks explode into showers of gasoline red and white sparks. |
| 0:58.8 | The large metal gates open, and the trucks blare their horns as they inch forward. |
| 1:04.3 | The crowd bursts into applause, cheering the trucks along. |
| 1:10.8 | It's been 13 long years since prohibition turned off the taps, but at last beer is back. |
| 1:20.6 | Biting alcoholic drinks proved a gift to organized crime. |
| 1:24.4 | Mopsters stepped in to satisfy the nation's longing for liquor and made big bucks. |
| 1:29.8 | Faced with an unenforceable and unpopular law, President Franklin D. Roosevelt is now |
| 1:35.8 | repealing prohibition. |
| 1:38.2 | Starting today, the sale of low alcohol beer is legal. |
| 1:43.3 | Full repeal will come by the end of the year. |
| 1:46.6 | But the post-prohibition marketplace is a world away from the one that existed before |
| 1:52.6 | 1920. |
| 1:54.8 | Before the ban, there were 1700 brewers in America, now just 700 remain. |
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