118 "get rid of that whole d.a.m.n department": Long, interview.

119 "When you try to run a company": "A Pregnant Elephant," Forbes, May 15, 1971.

119 The announcement was nothing less than: "A Struggle to Stay First in Brewing," Business Week, March 24, 1973, 43.

119 Gussie soon was caught up in: "Busch Gardens, Houston Open for Business," Budcaster, 1971.

121 "that arrogant little p.r.i.c.k": Adolphus Busch IV, interview.

123 "seemed chiefly intent on revenge": "Gussie vs. the Cards," Newsweek, June 19, 1972, 61.

124 It got worse: Business Week, March 24, 1973, 43.

126 It was a bad start: Ibid.

127 The economic crisis: "Gussie Busch's Bitter Brew," Forbes, June 1, 1974.

127 Schlitz quickly became: Business Week, March 24, 1973.

128 Of course, Gussie's refusal: Confidential interview by author.

128 The car privileges continued: Ibid.

130 At 4:00 p.m. that afternoon: "Man Is Killed, Busch Daughter Critically Injured in Crash," St. Louis Globe-Democrat, December 7, 1974.

CHAPTER 9: CHOOSING SIDES

140 "After more than 50 years": "Grand Old Man of Brewing Steps Aside as Chief Executive," St. Louis Globe-Democrat, May 9, 1975.

141 "we might be able to get back": Adolphus Busch IV, interview.

143 The saddest chapter: "Schlitz Recalls Beer Said to 'Taste Funny,'" St. Louis Post-Dispatch, September 7, 1975.

144 In the normal brewing process: "What Went Wrong," Advertising Age, April 13, 1981, 6164.

CHAPTER 10: CAMELOT'S END

147 At 1:00 a.m.: Hernon and Ganey, Under the Influence, 395.

150 "has cooperated with us fully": "Killing at Busch Estate Is Found an Accident," St. Louis Post-Dispatch, June 9, 1976.

151 The grieving Leeker family: Hernon and Ganey, Under the Influence, 306.

152 While Peter's case was moving: "Crazy To do Anything Like This, Busch Says of Clydesdale Shooting." St. Louis Post-Dispatch, October 10, 1976.

154 "irretrievably broken": "Mrs. Busch Requests an Open Hearing," St. Louis Post-Dispatch, January 12, 1978.

154 Trudy obtained an injunction: "Grant's Farm Bars Brother of Mrs. Busch," St. Louis Globe-Democrat, February 9, 1976.

155 A divorce was granted: "Busch, Wife Granted Divorce after 25 Years," St. Louis Globe-Democrat, February 28, 1978.

CHAPTER 11: "WE ARE AT WAR"

158 Local 6 members had recently ratified: "Beer Strike May Have Broad Labor Impact," St. Louis Post-Dispatch, May 18, 1976.

158 "My people are bitter": "Dissident Teamster Leader Hopping Mad at Busch Strike," St. Louis Post-Dispatch, March 28, 1976.

159 In June 1881: "100 Years Ago," St. Louis Globe-Democrat, June 2, 1981.

159 The Teamsters International in Chicago: "Busch Resuming Beer Production," St. Louis Post-Dispatch, March 23, 1976.

159 "This is nothing but scab beer": "Pickets Plan to Block Movement of Busch Beer," St. Louis Post-Dispatch, March 24, 1976.

160 Violence flared: "19 Busch Pickets Seized in Blocking of Yeast Trucks,"St. Louis Post-Dispatch, April 28, 1976.

160 Art Barhorst defended: "Busch Says He'll Fire Lawbreakers," St. Louis Globe-Democrat, April 29, 1976.

161 And so it had: "Busch Workers Back after 95-Day Strike," St. Louis Post-Dispatch, June 4, 1976.

161 He showed his grat.i.tude: "Busch Firm Forms Political Arm," St. Louis Post-Dispatch, July 27, 1976.

164 While Anheuser-Busch management was distracted: "We Missed the Boat: We Were Unsmarted," Forbes, August 7, 1978.

166 The marketing guys sheepishly explained: Confidential interview by author.

168 Miller said as much: "Facts of Light Shed on Miller-Busch Feud," St. Louis Post-Dispatch, March 23, 1979.

169 Sensing a delicious opportunity: Confidential interviews by author.

170 The two beer companies: St. Louis Post-Dispatch, March 23, 1979.

170 Miller finally went with a nuclear option: "Whap! Bam! Zap! The Battle of the Beers Goes On," St. Louis Globe-Democrat, February 2, 1979.