When Anheuser-Busch Played Mind Games with Distributors
In March 1996, August Busch III, then-chairman of Anheuser-Busch, the world’s largest brewer, told a national conference of wholesalers that they had better start thinking solely of A-B brands when it came to distribution.
“Each of you,” Busch told the crowd, “must exert your undivided attention and total efforts on Anheuser-Busch products. If you sell our competitors’ products, can you still give us your best efforts? I don’t think so.”
The speech crystallized a new A-B policy known as “100 percent share of mind.” It was just as Busch described: Distributors should focus on his brewery’s manifold brands to the exclusion of others, committing to A-B as much as A-B had committed to individual distributors. Or else. Or else what? It was never specified, though the threat of losing A-B’s lineup compelled many a distributor to fall into line.
The policy turned out to be a particular bane for much smaller competitors, what the media then often called micro-breweries. And that was kind of the point. The 1990s were a period of torrid growth in both the number of smaller breweries (and brewpubs) and their output.
Breweries such as the Boston Beer Co., Sierra Nevada Brewing Co. and Anchor Brewing Co. had achieved a national, even international, presence, the tide of their success lifting even smaller operations to a wider consumer audience. These breweries seemed the wave of the future at the close of the 20th century, much the way Anheuser-Busch seemed so at the close of the previous one.
Busch’s brewery had already tried other means to stem the rise of these smaller breweries’ market share. A-B bought sizable stakes in some, as did rivals such as Miller. These bigger breweries also famously introduced brands that mimicked the smaller breweries’ packaging, marketing and (occasionally) taste.
With the exception of smash hits such as Coors’ Blue Moon, a lot of these brands did not take. Miller’s Reserve series, introduced in the early 1990s, died an embarrassing death, sales unable to crest 200,000 barrels annually by the middle of the decade—a good showing for the likes of Sierra Nevada, but a pittance for an operation the size of Miller. A-B’s Red Wolf and Pacific Ridge brands proved similarly forgettable.
Along with these de facto knock-offs, A-B also tried to plant doubts in consumers’ minds about the origins of some of these smaller-batch beers. In particular, A-B took aim at Boston Beer, which in the 1990s brewed almost all of its saleable beer under contract at other breweries and not in its Boston headquarters.
Radio and print ads questioned Boston Beer’s integrity (and that of its principal founder, Jim Koch) and led to a (in)famous October 1996 Dateline segment on NBC that blew the controversy into millions of American living rooms.
More than the ad-and-PR campaign, the stake buys or the imitative brands, though, 100 percent share of mind proved A-B’s most successful weapon of the era. There are no exact figures, given the nature of the weapon (how do you measure the fervency of commitment?), but several distributors did drop smaller breweries’ brands in favor of A-B products.
Newer, smaller entrants in particular faced headaches getting their beers to market, but so did older, bigger breweries such as Sierra Nevada. And, although it was by no means the primary cause, A-B’s 100 percent share of mind campaign contributed to a general collapse in the micro-brewing segment at the end of the 1990s.
Of course, the segment has come roaring back, its beers more widely available than ever. As for A-B, 100 percent share of mind slowly faded as a policy. Not that it mattered much in the long run. InBev would acquire A-B in 2008, making the world’s biggest brewer that much bigger (and costing August Busch III his job). That entity now just simply buys smaller breweries, rather than trying to undermine or ape them.
The post-acquisition Anheuser-Busch has also bought several distributors, presenting a renewed threat to the renewed growth of smaller breweries, a threat that has yet to be fully realized. It may prove nothing in the end. Though history tells us otherwise.
Read more Acitelli on History posts.
Tom Acitelli is the author of The Audacity of Hops: The History of America’s Craft Beer Revolution. His most recent book is a history of American fine wine called American Wine: A Coming-of-Age Story. Reach him on Twitter @tomacitelli.
A couple of months ago, Inbev started a similar scheme, where they promised their distributors in the USA kickbacks of up to 2 million if they kept their Inbev product % in the upper 90’s. Google it i guess. It was in the news. Oregon craft brewers in particular were affected
It’s time to do away with the 3 tier farce in distro.
It’s funny that their are Goose Island (AB) ads all over this article for me 🙂
Hey, Pete, bring back Pete’s Wicked Ale! I miss the summer brew and summer is coming soon …
Mr. I_Am_Me says, “It’s time to do away with the 3 tier face in distro.” As I understand this article (and as someone who worked in the microbrewery business at that time, as we called it then), that is exactly what Anheuser-Busch wanted to do: destroy the 3-tier system in order to directly control the distribution and sale of beer. Be careful what you wish for.
Don’t shoot the distributor. If it weren’t for the three tier system craft beer wouldn’t make it to supermarkets and convenience stores in general. Big Brewers like A-B and Miller/Coors would force distributors to choose between them and craft beer. Craft beer would lose in nearly every case because their volumes are so low in comparison. Big Brewers would also be able to buy shelf space in retail outlets through slot fees. Most craft brewers can’t afford these so they would be removed. Take a look at the soft during isle next time you’re at the grocery store. Coke and Pepsi OWN it. Compare variety of soft drinks to variety of beer and you’ll see why it’s important that the three tiers stay in place.
Like your neighborhood store? If the tiers fall, big Brewers can give huge discounts and ship directly to big chain stores through “volume discounts”. They won’t bother with smaller stores so, bye bye independent retailers. Distributors also keep the pricing fair between big and small retailers.
Also, distribution is expensive. It requires people, equipment and an infrastructure that takes many years and lots of experience to be efficient in covering large territories.
Don’t be fooled by people like Cullen who try to scare you by saying the 3 tier system is necessary. It’s not!! If brewery’s could sell direct to big chains your 6-pack price you pay would drop significantly. In almost every state “slot fees” are prohibited for alcohol has are “volume discounts ” thus instead of the brewerys shipping a semi-load of beer to a wholesaler who unloads the product loads it on there semi and deliverys it to the chain store and raises the price 25-30 %. Has far as micro-brews there would be people lineing up to distribute there product in the market. Give me the independents and on-premise accounts A/B and micros and I could make a GREAT living. The 3-tier system is protected by national and state laws. NBWA the state BWA association are so strong they keep the laws in favor of wholesalers. Impossible for the market to decide the MOST cost efficient methods to get product to the market.
Yes -you are so right Mike–I worked for for a wholesaler for 30 years and would back up all Cullen’s arguments for the 3 tier system because it was my livelihood knowing the whole time it was the biggest racket going!! Check out the owners of your local whole sellers and see how many boats, cars, homes they have. They own the political system that keep the laws so they can have a monopoly in a business. How would you like to have a very popular product that is in demand and have no competition. A distributer has EXCLUSIVE territorys that BY LAW is impossible for anybody to to sell product in there market. If an account wants a case of Budweiser they MUST by it fro that wholeseller.!! They hide behind the idea that alcohol needs to have “special” distribution rules then other products . Open up the market to direct shipping, open territorys and open pricing and watch your cost of beer drop!!’