Anheuser-Busch first markets Budweiser

Background. Adolphus Busch, a German-born co-founder of the brewery, began working as a salesman for the Anheuser Brewery after the Civil War. During the 1870s, he toured Europe, studying brewing methods and the success of pilsner beer, particularly the Budweiser beer brewed in Budweis. This experience inspired the development of a new lager in the United States, which would eventually become a nationally sold brand.

Logistics and Distribution. Busch introduced mechanical refrigeration and refrigerated railroad cars in 1876, becoming the first American brewer to use these methods for beer distribution. He also implemented pasteurization in 1878 to keep beer fresh. These innovations allowed the company to transport bottled beer across the country, facilitating the marketing of Budweiser as a premium national brand and significantly increasing production volumes.

Branding and Naming. In 1876, Busch adopted the name Budweiser for his new beer, despite having no connection to the city of Budweis. The brand was marketed as a premium beer, and the company adapted the slogan "the Beer Of Kings" to "the King Of Beers." The brewery was renamed Anheuser-Busch Brewing Association in 1879, prior to Anheuser's death in 1880.