MOMENTAN AUSVERKAUFT
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Product Identifiers
PublisherThreshold Editions
ISBN-101668070901
ISBN-139781668070901
eBay Product ID (ePID)22068273861
Product Key Features
Book TitleLast Call for Bud Light : the Fall and Future of America's Favorite Beer
Number of Pages304 Pages
LanguageEnglish
TopicGlobalization, Political Ideologies / Conservatism & Liberalism, Corporate & Business History
Publication Year2025
GenrePolitical Science, Business & Economics
AuthorAnson Frericks
FormatHardcover
Dimensions
Item Height1.1 in
Item Weight14.1 Oz
Item Length8.4 in
Item Width5.5 in
Additional Product Features
Intended AudienceTrade
SynopsisIn 2011, after finishing business school, I joined AB InBev. I witnessed the stock's ascent to its 2016 peak price of $135 per share, to its descent-sometimes slow, sometimes rapid-to its 2023 $50-per-share price. I witnessed the brand evolve as well, from one synonymous with Americana to one facing an identity crisis of its own making. Twelve years after I joined, in 2023, Bud Light would lose its title as the most popular beer in America. A failed marketing partnership with controversial transgender influencer Dylan Mulvaney was the immediate cause for the brand's abrupt decline. I am writing this book to show that the decline of AB InBev and Bud Light is not as sudden as everyone thinks. Thousands of decisions and choices over fifteen years led to the ill-advised partnership with Mulvaney. Anheuser-Busch was not a perfect company when it was purchased by InBev, and it especially lacked financial discipline, but it knew how to build brand loyalty and inspire passionate customers. InBev knew how to run businesses more efficiently, but lacked the ability to create new brands and connect with the consumer. In theory, the combination would build on the strengths of each. In reality, the InBev culture won and the brands ultimately lost. I am also writing this book because I believe that a broken Anheuser-Busch is bad for the country. It can and should be rebuilt, and the lessons from its downfall applied across the business world., The astonishing inside story of how Bud Light lost its position as the most popular beer in the United States from a longtime Anheuser-Busch executive. Anson Frericks, a former president at Anheuser-Busch--formerly the home of America's most popular brewery--watched as the company unraveled at the hands of globe-trotting financiers and progressive middle management. Rather than pursue shareholder profits, Anheuser-Busch suddenly became focused on stakeholder capitalism and the vague mandates of environment, social, and governance (ESG). This ill-advised change cumulated in the shocking evaporation of $30 billion in market cap after releasing an advertising campaign starring political activist Dylan Mulvaney. Now, Anheuser-Busch's evolution and its subsequent fallout is brought to light as never before with this ultimate insider's look. Compelling, candid, and eye-opening, Last Call for Bud Light is the unforgettable story of the downfall and future of an American icon.
