171 "a publicity ploy": "Busch Foaming over Latest Miller Attack," St. Louis Post-Dispatch, August 15, 1970.

171 "For six years now": Forbes, August 7, 1988.

172 "You are not to have anything to do": Confidential interview by author.

172 "Miller is aggressive": "The Battle of the Beers," Newsweek, September 4, 1978.

CHAPTER 12: REBIRTHING BUD

173 Their relationship was outwardly polite: Confidential interview by author.

174 Once again, Gussie blew his stack: "Busch's Statement," St. Louis Globe-Democrat, June 24, 1978.

175 "cheap shot": "Cheap Shot by Big Eagle," St. Louis Globe-Democrat, June 27, 1978.

CHAPTER 13: "TELL ME I'M A HORSE'S a.s.s"

183 "I want you to make me": Andy Steinhubl, interview by author, 2011.

192 "The clear establishment": "The King of Beers Still Rules," Business Week, July 12, 1982, 50.

CHAPTER 14: WARNING SIGN

195 She was a townie: Confidential interview by author.

197 Around 8:30 that Sunday: Ron Benson, interview by author, 2011.

198 August IV told them: "Busch Heir May Be Charged in Fatal Car Crash," St. Louis Globe-Democrat, November 15, 1983.

199 After conferring with Benson: Benson, interview.

202 "stonewalling": "Busch Evidence Sought in Crash," St. Louis Globe-Democrat, March 7, 1984.

206 "I was devastated": "Near Beer," St. Louis Post-Dispatch, June 13, 1995.

CHAPTER 15: "DO YOU KNOW WHO I AM?"

207 He arranged for August IV: Confidential interview by author.

209 "Motherf.u.c.ker!": Nick Fredericksen, interview by author, 2011.

213 "Due to the unusual circ.u.mstances": "Busch Heir Is Arrested after High-Speed Chase," St. Louis Globe-Democrat, May 31, 1985.

213 "Mr. Busch was approached": "Mix-up tied to arrest of Busch heir." St. Louis Globe-Democrat, June 4, 1985

214 "When somebody's got something": St. Louis Post-Dispatch, June 1, 1985.

214 Peach, whose office would prosecute: St. Louis Post-Dispatch, June 9, 1985.

217 Sp.r.i.c.k had known August IV: Confidential interview by author.

217 August IV did not take the stand: "Jury Acquits August Busch, 21, of a.s.sault Charges," St. Louis Globe-Democrat, April 17, 1986.

218 "St. Louis Police Department officials": "Busch Has Not Filed Police Complaint, Authorities Say," St. Louis Globe-Democrat, May 19, 1986.

219 Along with the Tucson crash: Confidential interview by author.

CHAPTER 16: "I PROBABLY FEEL WORSE ABOUT THIS THAN YOU DO"

228 Every step of the way: Long, interview.

231 Back in the office the following week: Confidential interview by author.

231 One newly appointed vice president: Ibid.

232 A week went by: Long, interview.

237 That he would abruptly resign: "Long's Quitting Is Sign of Split in His Friendship with Busch," St. Louis Post-Dispatch, March 26, 1987.

239 In the months that followed: "Indictments Allege Bribes at Brewery," St. Louis Post-Dispatch, April 14, 1988.

240 At the trial: "Martino Tells of Gifts to Brewery Employees," St. Louis Post-Dispatch, October 18, 1988.

240 Throughout the remainder of 1987: "How Busch Wins in a Doggy Market," Fortune, June 22, 1987.