Anheuser-Busch CEO Declares: It’s Time for ‘American Beer,’ Not ‘Domestic’

Anheuser – Busch’s chief executive wants to change a name. Brendan Whitworth dislikes the word “domestic” when referring to U.S. beer. He believes the term “American beer” is the proper one. This change holds great significance for the industry and history.

The company’s history dates back over 165 years. This enterprise started out quite small in St. Louis, Missouri. George Schneider founded the brewing business in 1852. Eberhard Anheuser acquired the small business later, in 1860.

Adolphus Busch soon became the brewery’s true driving force. He married Eberhard Anheuser’s daughter, which was a key step. Busch dreamed of creating the first nationally sold beer. This required new ways to transport beer over long distances. Refrigerated railcars were revolutionary for shipping beer far away. Pasteurization also helped beer stay fresh during long – distance trips.

In 1876, the company launched a brand – new light beer. This pilsner beer captured American tastes very quickly indeed. It became known all across the country as Budweiser. The company grew bigger and got incorporated in 1879. The name change to the Anheuser – Busch Brewing Association happened later. Adolphus Busch took over the role of president by 1880. Another beer brand called Michelob was introduced by 1896.

The early 20th century saw this company continue to grow strong. But then Prohibition came into effect nationwide in 1920. The ban on alcohol hit the brewing business quite hard. Anheuser – Busch saw its beer sales drop very significantly. But clever companies found ways to survive. They made products like brewer’s yeast and malt instead. Making ice cream and non – alcoholic drinks surely helped them.

The end of Prohibition in 1933 brought welcome relief. The years after World War II brought massive growth to the company. With more money, people’s demand for beer went up. Their main brand, Budweiser, called “king of beers”, soared. By 1957, the company was the top – selling brewer in the US. August Anheuser Busch, Jr. led during this significant time.

August Jr. saw opportunities outside the brewing business. The company bought the St. Louis Cardinals professional baseball team. This business was linked right to a beloved American pastime. They also started creating theme parks for family fun. Busch Gardens in Tampa, Florida, opened its doors first in 1959. It mixed a zoo and fun rides with African themes. A second park opened near Williamsburg, Virginia, later in 1975.

The theme park business continued to grow steadily in the 1980s. Sesame Place park, near Philadelphia, opened for kids. It was based on the popular television show Sesame Street. The company bought SeaWorld in 1989, which was a big move. This acquisition indeed significantly doubled its entertainment holdings.

Near the end of the century, some of these assets changed hands. Anheuser – Busch sold its Cardinals stake to investors in 1996. However, the team still played at Busch Stadium, which kept the name. A new ballpark also kept this name in 2005. This marked a gradual shift in the company’s focus at that time.

The 21st century brought about very big changes for Anheuser – Busch. InBev became a larger global brewer than Anheuser – Busch in 2004. But Anheuser – Busch still had the highest total revenue. It also moved into many industries beyond brewing beer. This included aluminum recycling and printing beer labels. It even worked on raw materials like rice and malt.

The biggest change came in July 2008 when InBev bought it. The deal valued the company at about 52 billion dollars. The new group, Anheuser – Busch InBev, became the global leader. Then, Anheuser – Busch was no longer an independent company. The theme park division was sold to Blackstone in 2009 for 2.7 billion dollars. Blackstone later created SeaWorld Entertainment with the parks it bought. Today, Anheuser – Busch is a subsidiary of this global giant brewer.

Now, let’s return to the present and CEO Whitworth’s talk. He wants to change how US beers are named. Beers such as Budweiser and Michelob Ultra are included here. They are called “domestic” in stores and bars now. Whitworth feels that this term doesn’t really describe them adequately.

He sent out a letter called “A Call For American Beers”. In it, he stated that he dislikes the word “domestic” very much. Seeing that word gives him a negative reaction every time. This issue isn’t just about word preference. It’s about showing pride in products made in America now. He wants his team and wholesalers to change menus and signs. He hopes other companies will join him in this as well.

Whitworth explains clearly why he thinks this matters greatly. “American beer” better shows the industry’s spirit and passion for the country. The pride taken in the country should apply to these beer brands. These beers are brewed by American workers for pay. They also rely on American farmers and raw materials. The products support American causes, like the military and first responders. They pay American taxes and invest in communities here.

Whitworth served in the Marine Corps and for the CIA for a long time. This background fuels his strong feelings about the term now. He says “domestic” is not wrong but is not a complete word. It does not capture the passion or pride at all. Ninety – nine percent of the beer sold is made in the U.S. Ninety – nine percent of the ingredients come from U.S. farmers’ fields. These facts are very strong evidence supporting his argument.

The word “domestic” always shows up where beer is sold. This includes concession stands and in retailer reports easily. Whitworth wants this terminology changed everywhere quickly now. One theory says the term came from Heineken’s first importer too. He used “domestic” and “import” on menus in New York City. In this way, he differentiated Heineken from American competitors then. Whitworth feels the term is outdated and does not inspire people now.

The CEO makes a clear statement strongly supporting American – made goods. He strongly supports American manufacturing and worker communities. Aligning the company with a patriotic feeling is key here. It emphasizes the value and pride in items made on U.S. soil. Urging the use of the “American beer” term redefines a whole category now. It seeks to celebrate national origins clearly and simply. Putting “American” front and center is a very bold move.

The CEO’s idea matters a lot given the company’s long – history path. It has changed a lot since it started small in St. Louis. From a family – run business to a global giant, the changes have been immense. The company today has a large financial size that everyone sees easily. Its stock ticker, BUD, price, and market cap show this power. This large financial strength adds weight to Whitworth’s argument. The call highlights the links to American jobs and local investments.

Anheuser – Busch CEO Brendan Whitworth seeks a language change. It is a strategic move with deep company roots. This strategic push is a response to market dynamics and consumer sentiment. CEO Whitworth has a unique perspective from his past. Whitworth feels the term “domestic” is insufficient for the spirit of beer. He put his feelings in a letter to partners.

His call centers on pride for U.S. – made beer. These beers are brewed by American workers who receive American wages. The beers rely on American farmers and good raw materials. They support American causes like the military and first responders. These economic and community links are vital for the argument.

Whitworth pointed out strong data to support his stance. Ninety – nine percent of the beer sold is made in the United States. Ninety – nine percent of the ingredients also come from American farmers’ fields. Whitworth feels “domestic” doesn’t fully capture the spirit needed. It doesn’t represent the industry’s ties to the country well.

Whitworth is actively urging his team and wholesalers to implement this. This means updating bar menus, signs, reports, and jargon everywhere now. He is also extending an invitation to other brewers and partners now. He hopes industry data partners will join the effort.

The origin of the term “domestic” in the beer industry remains debated. One theory involves the original importer of Heineken beer. The importer allegedly used “domestic” and “import” on menus in NYC. This helped distinguish the Dutch beer from American types well. The adoption of the term might be a relic of old marketing.

This push for a name change gains weight from recent events. Anheuser – Busch experienced a major backlash and boycott in 2023. This followed a Bud Light promotion featuring influencer Dylan Mulvaney. This incident sparked widespread criticism from many customers, and a boycott followed. Sales of Bud Light declined drastically afterwards. It lost its long – held position as the top – selling beer in the US. Modelo Especial became the top – selling beer in the US.

The company’s initial response drew fire from the left. They felt the company didn’t support Mulvaney enough. Anheuser – Busch found itself caught in a difficult spot now. It suffered significant financial damage there, facing heat from all sides. The former marketing VP compounded the issue by calling the brand ‘fratty’ then. She called the brand identity ‘fratty’ and ‘out of touch’. This was seen as an insult to the core fanbase, resulting in her departure.

His patriotic appeal is acting as a strategic pivot for the company now. It aligns the company with the powerful idea of national pride. This might resonate strongly with conservative customers now. It aims to reconnect with its traditional customer base quickly. Winning back alienated customers is part of this plan now.

The timing matches a trend toward more populism. The emphasis is always growing on American – made products here. President Trump’s actions are cited as examples. Renaming the Gulf of Mexico is cited as an example now. The ‘American beer’ push is tapping into this larger patriotic wave now. He uses the word ‘American’ 25 times in the letter. This usage strongly echoes the nationalistic sentiment now.

How much impact will this call for change really have? Some Budweiser labels already feature ‘great American lager’. The labels note that the beer is brewed and bottled in the USA now. Industry classification often defaults to ‘domestic’ in reports. This happens in concession stands, retailers, and industry reports as well. Getting entities and competitors to adopt these new terms is hard.

Beer Business Daily suggests that venues with AB influence will change. This hints at the company leveraging its market position now. It uses relationships to drive adoption in channels now as well. This phased adoption might pave the way for broader acceptance. It will if it resonates with consumers, proving successful for them.

The marketing strategy shifted after the controversy was seen widely. It complements the ‘American beer’ narrative now as well. They pivoted towards humor, sports, music genres, and more then. Collaborations include figures like Shane Gillis, Post Malone, and Manning now. Becoming the official sponsor of UFC aligns the brand image.

UFC President Dana White strongly defended Bud Light after the sponsorship. He urged patriots to support the brand quickly then. Kid Rock, a critic, met with CEO Whitworth then. He found common ground and described him as friendly now as well. This suggests a thawing of relations with some figures then as well.

View “#rebuilding customer trust” posted on instagram >>>

These moves represent a multi – faceted approach seen widely then as well. They aim to recover from controversy and rebuild customer trust now. The focus is also on emphasizing brand roots and values. They want to reconnect with their traditional customers again. This is a significant effort to right the ship now. It shows clear intent to listen to their customers here. Getting back to the basics of American beer culture is the aim.

Will ‘American beer’ replace ‘domestic’ across the entire industry now? Replacing the term across the industry is indeed challenging. Anheuser – Busch is committed to pushing this change forward now. The CEO’s personal conviction fuels the effort now. It is backed by the strategic pivot post – controversy seen widely now. It shows a powerful reassertion of national identity now. It’s a bold play leveraging patriotism and pride for the company’s brand now.

Related posts:
Description, History, & InBev Acquisition
Anheuser-Busch CEO wants to ditch ‘domestic’ for ‘American’ – Boston News, Weather, Sports
Anheuser-Busch CEO Asks Retail, Wholesale Partners to Switch ‘Domestic’ Beer for ‘American’