On the 365th day of Anheuser-Busch InBev, we look back, and ahead
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We have heartily enjoyed helping to put together the Post-Dispatch’s four-day series on the first anniversary of Anheuser-Busch InBev. In case you’ve missed some of the work, here is a compilation, just in time for the company’s first birthday, which hits Wednesday.
As part of the package, we tracked down all 17 members of the “old” Anheuser-Busch top-ranking strategy committee to show where they are now. And for a little perspective, here is our way cool interactive timeline tracing the rise of Anheuser-Busch InBev.
There’s more to come in tomorrow’s Post-Dispatch, as we check out the mixed fortunes of Anheuser-Busch’s brands. Here’s a peek at what has already been written.
“The takeover of Anheuser-Busch may have been a bigger blow to St. Louis’ self-image than to its economy,” columnist David Nicklaus argued in Sunday’s Post-Dispatch. “It’s time to rethink that self-image. We’re no longer a town dominated by big, paternalistic corporate headquarters that sell century-old products around the world. Even in its heyday, run by the St. Louis equivalent of a royal family, A-B was something of an anachronism.”
Nicklaus said nostalgia for the “old” Anheuser-Busch gets us nowhere. From the column:
St. Louisans are a nostalgic bunch, but we need to get over our past. We should aspire to be a place where world-class companies choose to put their key people, whether it’s at a global headquarters or a division office.
Also on Sunday, we tackled the question of what, exactly has changed at Anheuser-Busch in the past year.
Remember the demolition project on the top floor of Anheuser-Busch’s headquarters shortly after InBev took over? That was “a sign, plain and unmistakable. There was a new sheriff in town,” we wrote in the story:
When Anheuser-Busch became a subsidiary of the world’s biggest brewer - a branch office, as some people said - things would change rapidly. A-B could trace its roots as an independent brewer to before the Civil War. But now, it suddenly occupied a subordinate place in the world. … After the $52 billion buyout, control would be wielded by the board and executives of the parent company based in Leuven, Belgium.
Still to be seen is whether St. Louis will recognize and embrace the remade Anheuser-Busch as it did before.
We wrote that “the culture of InBev - forged in the bare-knuckled competition of Brazil, the home country for many senior executives - has clearly begun to transform Anheuser-Busch from the inside out.”
Anheuser-Busch is now a leaner place, but critics say it is also meaner. “The new Anheuser-Busch is arguably more efficient than before,” we wrote on Sunday. “But under InBev’s management, it is clearly less patient with time-honored tradition.”
On Monday, Post-Dispatch jobs reporter Steve Giegerich wrote about how much a job at Anheuser-Busch meant to St. Louis citizens.
“Employment at Anheuser-Busch represented far more than a job for the men and women who reported to the brewery at the far end of Pestalozzi Street,” Giegerich wrote here. “An A-B job conferred the status of working for an iconic American brand. It was a brand that also symbolized St. Louis itself, a certain baseball team notwithstanding.”
Today, economic development reporter Tim Logan traced some of the psychological impact of Anheuser-Busch’s sale, writing that the ties between Anheuser-Busch and St. Louis became “murky” last November.
“It was always clear what Anheuser-Busch meant to St. Louis,” Logan wrote here. “Good jobs. Prosperity. A company this city could count on.”
The impact has already been well-documented as far as numbers go, Logan writes. He traces layoffs and the sudden drying up of Anheuser-Busch’s donations to an American Legion post.
But let’s not forget about the psychological cost that came from the fact that “Anheuser-Busch wasn’t your average St. Louis company,” Logan wrote. A year ago, the bond between city and brewer loosened and “shifted forever.” From the story:
Other global brands, such as McDonnell Douglas and TWA, have called this city home.
But the bond with A-B ran deeper, all the way back to the city’s German heritage. Budweiser was a name known around the world, and it brought St. Louis along for the ride, always ending its ubiquitous advertisements with the name of its hometown. The company spread donations all over town and took legendary care of its employees. The Busch family was like royalty.
And St. Louisans were loyal, Logan observes. “They drank A-B products with pride. They took visiting relatives to tour the great brick brewery. And they stood in the eighth inning of every Cardinals game, clapping along to “Here Comes the King,” a salute to the company that was a lot like their city - independent, prosperous and proud.”



Jeremiah McWilliams is a native Virginian who came to the Post-Dispatch in early 2007 to cover beer and other consumer products. He previously covered manufacturing for the Virginian-Pilot newspaper in Norfolk, Va. He is a graduate of Washington and Lee University.
Ah nothing tastes better than a Fat Tire……
Telling me not to be nostalgic? I remember the past, darn it… and I’ve learned from what happened a year ago: If we don’t start making things at a cheap rate, nothing will be American.
p.s.- I am not an old man on a rant. I am 24.
Leave it to Inbred run by a bunch of fckn foreigners to screw up a good thing. The American A-Kissers that are still there are a disgraceful, pathetic bunch of whores.
I have read comments for the past year on this blog and have just laughed at the pathetic commentary and whining of current and ex STL employees.
To all STL employees…this might come as a shock, but you have never physically sold a case of beer behind your desk and that is an undisputed fact. Before you chime in and say the beer would never make it to the consumer if it wasn’t for you, hold your breath. The real truth of the matter is it all comes down to the field sales department and the wholesalers to make it happen…end of story. Most of you have never left STL and that is fine, but you have no clue on what it takes to sell to wholesalers or retailers. That job is still happening at an exceptionally high rate and please do not comment that its not if you are outside the system or outside the sales dept. You really don’t know.
JM…why dont you try tracking down some wholesalers in different parts of the country to get their thoughts? Just an idea.
PS…I’ll make sure I ask nicely next time I need my password re-set.
….and their beer still tastes like utter garbage.
Dear Post Dispatch blogger: JM,
Maybe if you title your article in hours people would drink more AB piss. AB is a foreign run company now. You may as well write an article about Guinness.
continued: ….Not to say that Guinness is piss. Its foreign. Thats the correlation I was making there. JM, do you stand outside of AB and worship it like its a god? Because you act like it since this is the 10th article this week about AB that you’ve run.
frontline:
Who develops and maintains the sales tools that are used to make your job easier? AB Marketing, SMART (Sales Marketing and Retail Tools), Budnet (Wholesaler applications), Siebel, Data Warehouse to name a few! It’s the people behind the desk!!! With out these people you wouldn’t have a leg to stand on..you would be making sales calls alright and talking jibberish at the same time!! Wholesaler’s want to see fact’s and credible data that substantiates that. People behind the desk provide you with the reporting needed to make your sales calls credible.
If everybody is drinking Schafly and Fat Tire….Then how in the world did AB-Inbev increase market share in the first 9 months of the year?????
Behind the desk…you have proven my exact point with your rant and thats why you are behind the desk! No doubt info based selling is required these days, but AB is a BEER SELLING company not an IT company. If IT can be outsourced and the same applications you referenced can be managed cheaper vs in-house, then you go the cost savings route and put the savings towards SELLING BEER! Lets face it, if you dont touch the product then you are not on the “adding value” list. BTW, if you are hanging your credibility on Siebel…keep hoping to wake up from your nightmare dream. The worst application ever developed and the biggest waste of money…wholesalers dont even like opening Siebel.