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The Professor · 02-27-2003, 01:29 PM

Harry Caray and Budweiser...a match made in heaven:

"Every announcer has sponsor stories. For years I'd been doing Cardinal radio for a St.Louis brewery, Griesedieck Brothers. You can imagine the jokes regarding that name. Well, in the early '50s, the team was in financial trouble and Gussie [August A. Jr.] Busch bought 'em to keep the franchise in town.

Busch headed the big Anheuser-Busch Brewery, and everybody spread the word that he'll want a big-name announcer. They didn't know that first trip the Cardinals made to Chicago, Gussie Busch and an aide latched their private car to the train. I'm playing gin rummy with some players when I get a message that Mr.Busch wants to see me. Everybody figured this is it: I'm gonna find the club is worried every time I said 'Budweiser,' people'd think 'Griesedieck.' Gussie surprised 'em, says, 'We want you to work with us.' I shake hands and go back to my game.

The next season [1953], I'm their broadcaster but have been told I can't read any commercials because I'd been so associated with Griesedieck. This goes on a month, and I get a call. 'Damn it," Gussie said, 'what do you think we're paying you for? Why aren't you selling our product?' I said, 'Your people said I wasn't supposed to say a word about it for a year.' He said, 'Forget that, starting tomorrow you're selling Budweiser.' From then on I sold it 48 hours a day, and it's funny that it led to the only thing I'm ashamed of in my life.

In late '69 the Cardinals fire me; after 25 years, I expect a gold watch and get a pink slip. I go to a place near my home and in a moment of petulance had the bartender go across the street and get a six-pack of Schlitz. I knew Schlitz was Anheuser's worst competitor, and Gussie hated 'em. So I had him bring the beer because I knew the TV station would come out as soon as they knew I was there.

Now, I love Budweiser. Once, I'd been sponsored by Falstaff - I had Bud in my refrigerator. I was sponsored by Meister Brau - had Bud in my refrigerator. I drank Budweiser for, number one, its taste. Number two, when I started working for Anheuser, I wasn't making much but bought about $5,000 worth of its stock. That stock has tripled 3 for 1 at least 15 times; 2 for 1 at least 10 times; 3 for 3 stock dividends, at least five. Anheuser-Busch made me rich with a lousy little $5,000 investment 40 years ago, and here I am drinking its competitor!

People think I'm a smart investor. Little do they know how dumb I am and how smart I am by being lucky. They do know that to this day I drink nothing - well, almost nothing - but Bud.

02-27-2003, 01:29 PM	#17
The Professor Hall Of Famer Join Date: Feb 2002 Location: East of East Posts: 3,020	Harry Caray and Budweiser...a match made in heaven: "Every announcer has sponsor stories. For years I'd been doing Cardinal radio for a St.Louis brewery, Griesedieck Brothers. You can imagine the jokes regarding that name. Well, in the early '50s, the team was in financial trouble and Gussie [August A. Jr.] Busch bought 'em to keep the franchise in town. Busch headed the big Anheuser-Busch Brewery, and everybody spread the word that he'll want a big-name announcer. They didn't know that first trip the Cardinals made to Chicago, Gussie Busch and an aide latched their private car to the train. I'm playing gin rummy with some players when I get a message that Mr.Busch wants to see me. Everybody figured this is it: I'm gonna find the club is worried every time I said 'Budweiser,' people'd think 'Griesedieck.' Gussie surprised 'em, says, 'We want you to work with us.' I shake hands and go back to my game. The next season [1953], I'm their broadcaster but have been told I can't read any commercials because I'd been so associated with Griesedieck. This goes on a month, and I get a call. 'Damn it," Gussie said, 'what do you think we're paying you for? Why aren't you selling our product?' I said, 'Your people said I wasn't supposed to say a word about it for a year.' He said, 'Forget that, starting tomorrow you're selling Budweiser.' From then on I sold it 48 hours a day, and it's funny that it led to the only thing I'm ashamed of in my life. In late '69 the Cardinals fire me; after 25 years, I expect a gold watch and get a pink slip. I go to a place near my home and in a moment of petulance had the bartender go across the street and get a six-pack of Schlitz. I knew Schlitz was Anheuser's worst competitor, and Gussie hated 'em. So I had him bring the beer because I knew the TV station would come out as soon as they knew I was there. Now, I love Budweiser. Once, I'd been sponsored by Falstaff - I had Bud in my refrigerator. I was sponsored by Meister Brau - had Bud in my refrigerator. I drank Budweiser for, number one, its taste. Number two, when I started working for Anheuser, I wasn't making much but bought about $5,000 worth of its stock. That stock has tripled 3 for 1 at least 15 times; 2 for 1 at least 10 times; 3 for 3 stock dividends, at least five. Anheuser-Busch made me rich with a lousy little $5,000 investment 40 years ago, and here I am drinking its competitor! People think I'm a smart investor. Little do they know how dumb I am and how smart I am by being lucky. They do know that to this day I drink nothing - well, almost nothing - but Bud. __________________ History isn't really about the past - settling old scores. It's about defining the present and who we are."