Assignment One

Anheuser Busch

Background:

Commented [1]: Overall, I thought it was a good

paper. A few minor improvements and it could be a
great paper. If I had to grade this assignment I would
give it a B. Great work overall.
Commented [2]: Try looking back at the Assignment 1
rubric that explains the format requirements. Your
spacing should be single spaced with 12 point font in
Times New Roman. Before turning your assignment in
with the peer advising, it would be best for you to fix
these simple mistakes.
Commented [3]: Your background information was
very informative. You provided knowledgeable material
about the Anheuser Busch brewing company and how
it developed over time. This was useful when reading
your observations as well.

Anheuser Busch is a brewing company that was founded in St. Louis,

Missouri. The company was founded in 1852 by a German American man named
George Schneider. Schneider struggled financially to support the company,
which pushed him to selling the company in 1860 to Eberhard Anheuser.

Commented [4]: I enjoyed reading your background

information. It really gave insight to us as to what what
the company was because of the valuable information
that was provided. Not only did I learn something new
but I feel as though I can read your paper with full
understanding of what it is.

Overtime, the company grew and needed more places to distribute their
products. Meanwhile, Anheusers daughter just so happened to marry a man
who was in the wholesale industry. His name was Adolphus Busch. After
working for his wifes fathers company, Busch decided to buy a share and
become a partial owner. Busch continued to work until his father in-law died.
Although the passing of him saddened the family, this opened new doors for
Busch. He was able to become the sole owner of the company and went out in
search for new opportunities. Busch went on to create new recipes for products
that are very well known such as, Budweiser, Bud Light, and Michelob. Although
the company is over 150 years old.

Observation 1:

Commented [5]: The last sentence of your

background is kind of a weird sentence. You said
Although the company was founded 150 years ago
kinda made me think that you were gonna say
something else. Maybe change the wording of the
sentence or you could add another fact to the end.
Commented [6]: I love the depth of your observations
but it was more informative than it was an observation.
I didn't necessarily get a sense that you were observing
someone or something. I felt like it was just an
extended part of your background information. Try to
go back to the assignment 1 materials and read the
outline of the observation aspect and make
adjustments based on that.

Anheuser Busch has a very rich history not only in the United States, but
in the world also. The company was founded in 1852 in Missouri and has been
family owned since Eberhard Anheuser, a soap maker, purchased it from George
Schneider. The family has instilled the values of quality, art, science, dedication,
military, and its workers. Anheuser Buschs main marketing view has remained
to be the Budweiser Clydesdales. The Clydesdales stand for the tradition,
strength, and resilience of the company. When Anheuser bought the company
he soon after hired his son in-law Adolphus Busch. Busch was a German
immigrant who was schooled in brewing. The two then made the company
known as Anheuser Busch. 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. The company legend is that Adolphus obtained the brewing
recipe and brewers yeast from some monks at a monastery. Although this is
fiction, it shows the companys strong tradition. The actual recipe has actually
remained unaltered and contains the finest European ingredients. Anheuser
Busch has showed their support in the military in many ways for more than 150
years. In World War I they founded a subsidiary to produce engines for navy
submarines. The family also purchased war bonds to finance two bombers
named Miss Budweiser. Also during World War II they supplied the military with
ammo hoist and canceled all product being shipped east to help supply war
efforts. Anheuser Busch lends and raises funds for veterans and their
dependents. During prohibition the company produced malt syrup for home
breweries, and the refrigeration car company was created. Also they sold a soft
drink made similar to beer called Beva, but was shut down to further

prohibition laws. Still to this day the company offers tours at Grants Farm and
Warm Spring Ranch, where you will see the breeding grounds for the Clydesdale
horses. They also offer tours of their breweries.

Observation 2:
The exact recipe of the product varies on each individual product and sub
product. And of course the specifics arent to be shared. But the process is
pretty much generic for all of the products. The steps are milling, mashing,
straining, brewkettle, primary fermentation, beechwood aging, and finally the
finishing process. In milling, Barley malt and rice are ground and precisely
weighed. Then, barley malt and rice are mixed with water; natural malt
enzymes break down the starch from the grains into fermentable sugars for
mashing. Next, the combined grain mash is strained, leaving a sugar-rich amber
liquid called wort. Then hops are added to the boiling wort in the brewkettles.
Hops are the spice of beer, adding special flavor, aroma and character. After
that the wort is cooled and clarified, and the yeast is added; for six days, the
yeast ferments the wort to beer. The semifinal step is Beechwood Aging during
which laagering, the beer is krausened, naturally carbonated and aged on
beechwood chips for 21 days to mature the flavor of the beer. Anheuser-Busch
is the only major brewer in the world using beechwood aging. Lastly to keep the
laagered beer flavor and clarity intact after packaging, brewers must remove
yeast and some unstable protein materials through a process called finishing.
The beer is chillproofed and filtered for clarification before being released for
packaging into bottles, cans or draught keys. All of these steps are closely

Commented [7]: I like how in observation 2 you went

in depth on the steps used for making the product. I
thought it was interesting how the brewmasters taste
test the products before they are put out for sale. The
last interview question had a good answer.

monitored by brewmasters. Throughout the creation process the bremasters

taste test the beer a minimum of 5 times, along with consulting with other
brewmasters.

Observation 3
Anheuser Busch has close to 70 brands/ sub brands of beers. My personal
favorite is Budweiser. In my opinion the beer has a full taste. Its slightly bitter
at first, but has an aftertaste the compliments that very well. Of those 70ish

Commented [8]: Your observations consist of good

information but, I was kind of hard to follow what or
who you observed. An explanation of who or what you
observed at the beginning of your observations would
be very helpful. Looking back at the Assignment one
example may would be helpful to look back over. Also,
your observations should be at least one page long.
Commented [9]: Observation 3 was a little short.
Maybe includes some more facts about SABMiller and
the merge that could possibly take place between the
two companies.

brands, the most popular ones being Budweiser, Bud Light, Michelob Ultra,
Natural light, Busch ice, and Rollingrock. They also own a popular craft beer
named Shock Top. Furthermore the have a nonalcoholic beer named O'Doul's.
Anheuser Busch dominates the market in the United States as the number one
distributer of beer at almost 47% of all beer sold. Also at the end of last year in
2015, there was rumors from multiple sources, of a giant 100 billion dollar
merger between Anheuser Busch and SABMiller. If this merger happens it could
practically create a monopoly in the beer market, controlling over 75 percent of
all beer sales.

Interview:

Commented [10]: Interview questions were good as

well as the responses. I believe the minimum amount
of questions should've been 5 so maybe add another
one if you can. Overall good job with this section.

Consumer: Brian Modlin

1. Q. What is your favorite Anheuser Busch beverage?
A. My favorite would have to be either Bud Light, or Michelob Ultra.
2. Q. What makes Bud light and Michelob Ultra better than any others you
have had?
A.I like Bud Light because of how cheap it is. Its usually about 3 dollars
less than the others per a 24 pack. And for Michelob I like the light taste of it, I
dont feel full after drinking it. Plus its less than 100 calories a beer.
3. Q. When do you usually drink Bud Light, and how many?
A. I usually drink when I am with a group of friends or just need to relax.
And usually six or seven, no more than twelve in a sitting.
4. Q. Is there anything you do not like about Bud Light or Michelob?
A. The only thing I dont really care for is the feeling I get the next day
when I drink too many.

Chart:
Background Information/ Observation 1
http://anheuser-busch.com/index.php/our-heritage/
http://www.encyclopedia.com/topic/AnheuserBusch_Companies_Inc.aspx
Observation 2
http://anheuser-busch.com/index.php/our-heritage/commitment-toquality/brewing-process

Commented [11]: After your interview should be the

analysis and the chart should come after the analysis.
Also, the end of your analysis should include ideas you
would like to use for your search terms in the chart.
Therefore, your chart should consist of search terms
you would like to know more information about for your
topic of Anheuser Busch.

 Observation 3
Anheuser Busch merger
http://anheuser-busch.com/index.php/our-beers/

Analysis:
Anheuser Buschs strong company values the morality is what I believe
helped get them the stature and presence the company has today. From their
willingness to help out their employees, to their history of supporting the
military. Most companies these days only care about the hierarchy and doesnt
worry about supporting the masses. At least very large companies. Also the fact
that in the beginning Anheuser shared the company with his son in law. If this
didnt happen, the company would have probably have been a flop and we
wouldnt have these great refreshments. In my experiences, todays in-law
relationships barely care to interact, nonetheless sharing a company. The fact
that the company has stuck with the original recipe shows resilience. They could
have tried something different and switched recipes and then the company
wouldnt be what it is today. Finally Anheuser Buschs ability to spread out to
many products have helped them prosper. If they would have stuck with just
Budweiser, they wouldnt be quite the empire they are today. They have
managed to branch out to many different beverages allowing them to hit almost
all demographics. From non-alcoholic, to craft, to healthy low calorie, to malt
liquor. They literally have something for every taste preference.

Commented [12]: In terms of your chart, it should've

been based off your analysis. There should've been a
series of questions that you asked which you would
turn into search terms for the chart. Instead you used
your observation sources for the chart so just take
another look at the chart expectations and try to correct
it.
Commented [13]: Your analysis was good and
informative. I like how you included pieces of
information from your observations. This made it
helpful to understand your topic.

Purpose:

Anheuser Busch has grown their way onto many consumers and
has become part of everyday life of some. Over the past 164 years its
intriguing to see what Anheuser Busch has accomplished. They have
grown substantially into a thriving business. Anheuser Busch along
with other have completely changed the adult beverage market, and
theres no telling where it would be today without them. Along with
adult beverages, their continuous support with the military and their
employees shows what sort of character this company was built on. I
hope to one day have this sort of rich history in something Im a major
part in.

Commented [14]: Your propose should be less of a

conclusion and more of what you intend on doing. The
Propose should consist more of ideas you've
developed and wish to expand on for your paper. As
here it just seems as though your project has ended.
Commented [15]: Go a little bit more in depth of what
you will be researching. Whether it be the difference of
their products and how their made or maybe the
difference in them and other larger beer manufactures.