One-Hour Special Reported by CNBC's Scott Wapner to Premiere on Thursday, July 17th at 9PM & 12AM ET on CNBC
ENGLEWOOD CLIFFS, N.J., July 11, 2008-Nothing is more American than an afternoon baseball game and an ice-cold beer. Not just any beer....A Budweiser. Anheuser-Busch has been brewing Bud for more than 130 years and while other American beer companies have either been bought or merged with breweries overseas, Anheuser-Busch remains a dedicated American company.
On Thursday, July 17th at 9PM & 12AM ET, CNBC presents "American
Originals: Budweiser," an original CNBC special hosted by Scott Wapner.
CNBC, First in Business Worldwide, taps into the beer industry with unprecedented access revealing how Anheuser-Busch cultivated its Budweiser brand, how they're losing market share to microbreweries, wine and spirits and imports and facing a hostile takeover, and how the American icon plans to overcome these challenges and stay on top.
The program tells the history of the largest brewer in the United States. It takes us from the mid 19th century when German immigrant Eberhard Anheuser took over "The Bavarian Brewery" to his son-in-law Adolphus Busch's investment in pasteurization and a mechanized bottling to the creation of Budweiser, the King of Beers. The special also introduces the Anheuser-Busch brewmasters to show the extreme length this admired and desired company goes to make sure their beers maintain consistency and quality.
To win in the beer wars it is just as much about promotion as it is product and Anheuser-Busch pours hundreds of millions of dollars into U.S. advertising each year. It's the company that brought us the Clydesdales, the bud girls and Spuds MacKenzie, the original party animal and one day a year, Super Bowl Sunday, Anheuser-Bush gets the very biggest bang for its buck. Between Clydesdale appearances and sports sponsorships including Bud being the official beer sponsor of the
2008 Olympics in Beijing, it's not just a beer...it's a brand.
CNBC also takes a look at present day and the company's current CEO, August Busch IV. Anheuser-Busch now has a portfolio of more than 310 products and brews 128 different beers dominating the nation's brewing industry with nearly 50% market share. But, the company is seeing a devastating trend in the 21st century-people just aren't drinking as much beer. With U.S. beer sales flat and its biggest competitors partnering with foreign breweries, the question is will Anheuser-Busch be able to remain an American company after 150 years?
The King of Beers has learned from experience that a great product and outstanding marketing doesn't give it a lock on the number one slot.
Anheuser-Busch is always looking for the next beer breakthrough...
CNBC's "American Originals: Budweiser" will re-air on Sunday, July 20th at 10PM ET, Sunday, July 27th at 12AM ET and Monday, July 28th at 9PM & 12AM ET.
For more information including program highlights and slideshows, log
onto: insidebudweiser.cnbc.com.
"American Originals: Budweiser" is produced exclusively for CNBC by Kurtis Productions. Sharon Barrett is the executive from Kurtis Productions and Chuck Schaeffer is the executive producer from CNBC.
Jonathan Wald is Senior Vice President, Business News at CNBC.
About CNBC:
CNBC is the recognized world leader in business news, providing real-time financial market coverage and business information to approximately 400 million homes worldwide, including more than 95 million households in the United States and Canada. The network's Business Day programming (weekdays from 5:00 a.m.-7:00 p.m. ET) is produced at CNBC's headquarters in Englewood Cliffs, N.J., and also includes reports from CNBC news bureaus worldwide. Additionally, CNBC viewers can manage their individual investment portfolios and gain additional in-depth information from on-air reports by accessing www.cnbc.com.
Members of the media can receive more information about CNBC and its programming on the NBC Universal Media Village Web site at
No comments:
Post a Comment