Business Wars Anheuser-Busch vs Miller - Miller Killers | 4
Jun 10, 2019
In the late 1970s, the brewing industry faces a seismic shift as Miller rises rapidly with High Life and Lite. Amidst this brewing competition, Anheuser-Busch struggles with internal strife, including a significant strike threatening its operations. With the threat of Miller looming, the company's new leader must navigate employee resistance while crafting bold marketing campaigns. This rivalry reveals not just fierce competition but also innovative strategies shaping the future of the beer market.
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Schlitz's Contaminated Beer Crisis
- Schlitz, the number two brewery, faced a crisis in 1976 due to contaminated beer.
- This provided an opportunity for its rivals, but Anheuser-Busch was hampered by an internal strike.
Anheuser-Busch's Costly Strike
- Anheuser-Busch's strike in 1976 cost them millions and market share, weakening the union's influence.
- Despite the victory, the company became divided, impacting morale.
Motivational T-Shirts
- To boost morale after the strike, Anheuser-Busch gave employees t-shirts saying "I am a Miller killer".
- This tactic successfully increased productivity and fostered a sense of competition.