This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

The Beer Dance: How Schlafly Craft Beer Shook Up St. Louis

When it came to the beer bracket, however, the big assist Brodsky received from his brewery's St. Louis fans and from the city in general was just as immediate. Outnumbered 150,000 to 17,000 by Samuel Adams' Facebook friends, Brodsky shifted his focus to Twitter and asked St. Louis' heavy hitters for help. More than 80% of all Schlafly beer is sold within the St. Louis metro area, so Brodsky asked Mayor Francis Slay and Missouri Sen. Claire McCaskill to tweet out a cry for help to their followers.

Support for Schlafly's Dry Hopped American Pale Ale came in from fans across city and from the St. Louis diaspora across the country for weeks. The sentiment behind it started building more than three years ago in November 2008, when InBev purchased Anheuser-Busch (BUD) for nearly $52 billion, laid off U.S. employees, cut the pay of those who stayed, stopped making pension contributions to retirees and cut those same retirees' health benefits.

"In St. Louis, we have such a rich history of beer here, but the story has gone from having the biggest brewer in the world here and everyone having a neighbor who worked for them to the sale going through and the story completely changing," Brodsky says. "The people in St. Louis are just really excited to have something to rally around."

To understand St. Louis' support of Schlafly is to understand its beer heritage. In the 1800s, just before Prohibition, St. Louis was home to 40 breweries. Those breweries helped foot the bill for the 1904 World's Fair and helped St. Louis become the third-largest city in the U.S. for a time. After Prohibition, when consolidation left breweries scrambling for their lives, Anheuser-Busch soaked up more than 50% of the nation's beer production and poured it back into St. Louis through jobs and benefits.

"Anheuser-Busch is not known locally as Anheuser-Busch, it's known as The Brewery," says Dan Kopman, who co-founded the craft brewer with partner Tom Schlafly in 1991. "There are very few big public companies that people refer to them by what they make rather than the name of the company."
2 of 4

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
BUD $125.25 0.07%
SAM $155.41 0.00%
AAPL $95.03 0.21%
FB $116.73 0.00%
GOOG $691.02 0.00%


Chart of I:DJI
DOW 17,830.76 -210.79 -1.17%
S&P 500 2,075.81 -19.34 -0.92%
NASDAQ 4,805.2910 -57.85 -1.19%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs