In an event that presaged the era of modern beer marketing, August A. Busch, Jr. went on national television in 1955 to promote A-B's new Busch Bavarian brand

Modern Brewery Age, June 13, 2005

In an event that presaged the era of modern beer marketing, August A. (Gussie) Busch, Jr. went on national television in 1955 to promote A-B's new Busch Bavarian brand. The brand itself could be called one of the first "modern" beer brands, a tactical popular price aimed at an ascendant Schlitz.

The brand which was originally sold only in the South, Midwest and Mid-Atlantic regions, but distribution was expanded in 1979. At that time, the company dropped the "Bavarian" moniker. Line extension Busch Light was introduced in 1989, and Busch Ice in 1995. See story on anniversary below.