Innocent abroad: America's brewing giant dominates at home, where sales have lost their fizz; but it does not know how to expand internationally. (Anheuser-Busch's strategy) (Business)

Economist (US), The, March, 1990

Anheuser-Busch's strategy

Innocent abroad

America's brewing giant dominates at home, where sales have lost their fizz. But it does not know how to expand internationally

A FLAT American beer market is presenting Anheuser-Busch with its greatest challenge since Prohibition. The family-run company has flourished by dominating the American beer market under the leadership of four Busch generations. With American beer sales stagnant, and likely to stay that way, Anheuser-Busch must venture abroad to keep growing. Despite its marketing triumps at home, executives are daunted by the challenge of pulling off the same coups in crowded and bruisingly competitive foreign markets.

On the back of such popular brands as Budweiser ("the king of...