Anheuser-Busch Companies, Inc.: Frogs campaign

This paper describes how Budweiser responded to the move from U.S. consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries.

Anheuser-Busch Companies, Inc.: Frogs campaign

Mark Lane

OVERVIEW

Founded in St. Louis, Missouri, in 1860, Anheuser-Busch rose to become the largest brewing company in the world, largely because of the success of its flagship brand, Budweiser. But Budweiser's sales began to slow in the late 1980s. Indeed, the three largest beer makers in the United States—Anheuser-Busch, Miller Brewing Company, and Coors Brewing Company—realized with dismay that Americans were drinking less alcohol. Moreover, consumers aged 21 to 27—the key market for beer sales—were turning away from these three traditional breweries and were instead embracing the beers produced by smaller,...

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