A Tall Order For The Prince Of Beers

The son is rising, although Budweiser has slipped a bit. Meanwhile, dad is keeping a tight rein

As the lights dimmed in the Orlando Civic Center's huge auditori um, thousands of Anheuser-Busch wholesalers and salespeople settled happily into their seats and waited for the bimbos to appear. Anheuser-Busch's monolithic Budweiser brand was slipping in sales for the third year running, and the giant brewer had promised a 20% hike in ad spending -- meaning Americans could expect to see $250 million worth of Budweiser marketing support in 1992. In the beer business, more money usually means more babes in bikinis. And that was fine with the roomful of graying wholesalers assembled for their annual October sales bash.

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