Anheuser-Busch Opinion vs. Fact in the Battle Against Alcohol Awareness By: Jacob Mondalek

Background Anheuser-Busch operates 12 breweries in the United States, 14 in China and one in the United Kingdom. Every year in the U.S. Anheuser- Busch is responsible for 48.5% of beer sales. Worldwide, Anheuser-Busch's beer sales volume was million barrels in 2007

Company History Company is based in St. Louis, MI George Schneider establishes the Bavarian Brewery Budweiser introduced Brewery changes name to Anheuser-Busch Brewing Association One million barrels in annual production Annual worldwide beer volume exceeds 100 million barrels for first time

Opinions Lately, some beer distributors have come under fire for not helping in the fight against alcohol abuse and drunk driving. Groups such as MADD, Mothers Against Drunk Driving, have called for distributors to do something about the rising alcohol deaths. These groups put the burden of the almost 18,000 alcohol related deaths every year squarely on the distributor.

Facts Companies such as Anheuser Busch spend millions every year on ad campaigns that combat underage drinking and drinking and driving. Anheuser Busch alone has spent 675 million over the past two decades on ads and and community based programs to help combat alcohol abuse.

Goals To show that Anheuser Busch is a leader in the community against alcohol abuse and drunk driving. To make organizations such as MADD to understand its not the distributors fault, but that the fight should be with congress to enforce stricter laws.

Plan of Attack I believe over the next year we should increase our Pr Ads and our public awareness Ads Install new fold out label that contain alcohol facts and warnings Every year send out a certified speaker to all of distributors to educate staff and give them advice and show them techniques on how to combat alcohol abuse and drunk driving. Increase charity funding and donate to alcohol rehab facilities.

Target Consumer We must show not only organizations, but the general public that we care about alcohol abuse. We must not only campaign to our target consumer, 21+, but also warn teens about alcohol abuse so when they do begin drinking, the are aware of its consequences.

Calendar of Events January- February March-April May-June Begin sending out speakers to all distributors of our product who will educate and teach their employees different techniques to help fight alcohol abuse Begin increased funding to new ad campaigns warning the public about the dangers of drunk driving and alcohol abuse Begin design and testing phase of new labels

Calendar Cont. July-August September-October November- December Begin production of new alcohol aware labels on all Anheuser-Busch labels Begin massive Pr campaign that shows Anheuser-Busch donating to victims of drunk driving and other assorted alcohol charities. To also donate money to alcohol rehab facilities which will increase the consumers opinion of our company. Send out polls to our distributors asking their customers about their previous and current opinion of our company and its new campaign on alcohol awareness. Report findings on web site and media world wide showing the difference one company is trying to make in the battle against alcohol abuse

Budget Est. 15 million increase in Ad funding Est. 10 million to research and install new labeling system Est. 250,000 for distributor education program Est. 5 million increase in charity donations

Evaluation November and December months will give us good detail of what the consumer think of our new ad campaign, labels, and charity work. We should reconvene in a years time to evaluate progress and make any changes the seem fit.