CHAPTER 17: "HEY, PAL, YOU GOT A QUARTER?"

244 His day usually began: Gary Sgouras, interview by author, 2011.

245 Gussie's two youngest sons: Hernon and Ganey, Under the Influence, 269.

246 In July 1988: Ibid., 372.

246 "Do you recall her last name?": Ibid., 374.

246 "absolutely unfit": Ibid., 375.

248 "The person who put us": "1987 St. Louis Man of the Year: August A. Busch III," St. Louis Post-Dispatch, December 27, 1987.

249 a bright red cardinal: Hernon and Ganey, Under the Influence, 402.

250 In addition to his ten children: "Gussie Busch Buried in Private Service," St. Louis Post-Dispatch, October 2, 1989.

250 Two days later: "Busch: Brewer Eulogized as Benevolent Leader," St. Louis Post-Dispatch, October 4, 1989.

251 Most of Gussie's personal property: "Final Wish: Busch Urges Heirs to Use Grant's Farm," St. Louis Post-Dispatch, October 6, 1989.

CHAPTER 18: HERE COMES THE SON

254 The other new product: "Busch Son Leading Bud Dry Rollout," St. Louis Post-Dispatch, February 5, 1990.

255 But even Fleishman-Hillard: "Bud Blooms: New Beer Gets $70 Million Launch," St. Louis Post-Dispatch, March 15, 1990.

256 "He was very personable": Confidential interview by author.

256 "He was in training at the time": Confidential interview by author.

259 "Everybody thinks, 'it must be easy'": "Bud Man: Prince of Beer August Busch IV Pours a Little Dash in the Family Business," Chicago Tribune, June 14, 1991.

259 "You don't know how different": "Bud-Weis-Heir August Busch IV Is Rebellious, Risk-Taking-and (Nearly) Ready to Rule the World's Largest Brewery," Fortune, January 13, 1997.

259 "There's not a day in the week": "A Tall Order for the Prince of Beer," Business Week, March 23, 1992.

261 The Fourth constantly sought: Confidential interview by author.

262 "We'll either be famous or fired": Confidential interview by author.

265 "Gentlemen, I'm going to teach you": Confidential interview by author.

268 August III did nothing without a strategy: Fortune, January 13, 1997.

CHAPTER 19: "WAY, WAY, WAY BEYOND TIGER WOODS"

Confidential interviews by author.

CHAPTER 20: "A BAD APPLE AT THE TOP"

291 "a succession process as tightly orchestrated": "Is This Bud for You, August IV?" Business Week, November 11, 2002.

294 The Fourth bought the 6,500-square-foot: Confidential interview by author.

294 More than just fodder: Adolphus Busch IV, interview.

299 "the Coca-Cola of beer": Julie Macintosh, Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon (Hoboken, NJ: John Wylie and Sons, 2010), 119.

301 "A challenging time": "The Son Finally Rises," Forbes, March 12, 2007.

302 "The Fourth had no appreciation": Confidential interview by author.

303 as one critic noted: "A Booze Buzz for Teenyboppers? Anheuser-Busch Product So Adorable It Draws Fire from Alcohol Abuse Camp," MSNBC.com, April 3, 2007.

303 "No thirty- or forty-year-old beer drinker": Statement by Joseph A. Califano, Jr., CASA Chairman and President, on Anheuser-Busch's "Spykes," The National Center on Addiction and Substance Abuse, April 4, 2007.

303 "In our view, the labeling": "Anheuser Criticized for Alcohol-Caffeine Drinks," Bloomberg News, May 11, 2007.

308 "I heard about him failing two drug tests": Confidential interview by author.

308 Part of the rumor was not true: Ibid.

CHAPTER 21: THE LAST WATCH