Beer analyst says Anheuser Busch went off rails when last family member - August Anheuser Busch III - retired and focus went from humor and sport to Miami art fair and Dylan Mulvaney
Anheuser Busch suffered after parting with its founding dynasty, a beer analyst has claimed
Harry Schumacher said the iconic brand lost touch after shifting focus from sports and humor to sponsoring art fairs
It comes after the beer giant lost over $6 billion in the aftermath of its infamous Dylan Mulvaney marketing campaign
By Will Potter For Dailymail.Com
Published: 13:32 EDT, 11 May 2023 | Updated: 14:07 EDT, 11 May 2023
A beer analyst has pinpointed the moment that Anheuser-Busch began its billion-dollar decline, slamming the iconic brand's shift away from sport and humor after its founding dynasty lost control of the company.
Harry Schuhmacher, a 30-year veteran of the beer business and podcast host, said the brewery was doomed as soon as family patriarch - August Anheuser Busch III - retired from the company in 2006.
'I always looked up to and feared Anheuser Busch,' Schuhmacher said. 'They were the most respected, they knew the market better than anybody... August III knew that sports and humor were the way to get in.'
The company has made a series of marketing blunders in recent times, with Schuhmacher pointing to Anheuser Busch's involvement in ritzy art fair Art Basel Miami Beach as a prime example of it losing touch.
He said: 'It doesn't have to be NFL Football, I get it. But not Art Basel in Miami...'
The firm displayed limited edition cans created for its brand Michelob at the snooty event earlier this year, PRNewswire reported.
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