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Product details
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Audible Audiobook
Listening Length: 12 hours and 57 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Tantor Audio
Audible.com Release Date: August 30, 2011
Whispersync for Voice: Ready
Language: English, English
ASIN: B005JVZ45Q
Amazon Best Sellers Rank:
Overall, the book was very insightful. I thought MacIntosh did a great job painting the picture of the dysfunction, politics, and general nervous spiral that overtook AB. However, I would have liked to hear a lot more about the AB/Miller beer wars during the reign of The Third. That would have made for very interesting reading, rather than just saying they hit 50% market share. As for the Inbev part of the book, the acquisition happend very fast, but the writing slowed down considerably and jumped around without much intention. We got deep dives into the thoughts and feelings of a host of characters who had been all but absent before the end, so I found myself not caring about the perspectives of some of the random execs that were included (especially in light of how much of the book focused on the relationship between the Third and the Fourth). Could have used more "character development" if she wanted us to care more about their opinions later.
Very important book on the evolution of American industry, in this case how the world's most valuable brand with 50% domestic market share became vulnerable to take-over and was eventually swallowed up by a more nimble, focused, and global competitor. We learn how the Busch family made the take-over financially possible by reducing their holdings to single digits over the years. Maybe more importantly the family also lost their way, focusing more on inter-family squabbles, new wives ands girlfriends, travel, avoiding each other, baseball and zoos. Setting up a small JV with Inbev led to the elephant getting his nose under the tent and eating all the peanuts.The AB take-over story got almost no press as it unfolded in 2009 due to intense business network talking head fixation on the meltdown and recession. Julie Macintosh has gotten some great insider accounts and also did her homework with comprehensive reporting. I understand she has a financial background but has focused here more on the personalities, interactions, and agendas of the family, board, and long time employees. Perhaps her editors told her that every balance sheet in the book would cut sales in half.We get a great story of how families operate, especially wealthy ones that have legacy and fiduciary objectives. The Busch family and the controlling families of Modelo (who were briefly a partner and potential white knight) showed that they will always default to a course of inaction, as the stars need perfect alignment for agreement across the generations.The Brazilian financiers had no such constraints. They moved decisively and understood perfectly not only the financials but how a decision would be made in this circumstance. Remarkably they have been allowed and even encouraged by governments to consolidate the brewing industry to an unprecedented level. The corollary to Inbev buying AB would be Toyota buying Ford or Lenovo buying Dell.
The hallmark of this excellent book is equal parts the intricate, detail-laden reporting that author Julie MacIntosh has painstakingly compiled and the masterful profiles she's written of this takeover tale's main protagonists. And, to do any book on this subject justice, the profiles you need to nail are those of A-B's father and son CEOs, August Busch III and August Busch IV, known indelibly as the 'The Third' and 'The Fourth.'What's she's put down on paper here is a fascinating take on those two. As one close source says to MacIntosh, what transpired between those two is 'Shakespearean...I just haven't decided which play.' Conventional wisdom would write a 'Crazy and Lazy' saga (as the two were known on Wall Street): that a mercurial, hyper-focused Third drove A-B to greatness and a detached, debauched Fourth let it fall quickly into InBev's hands.The truth is far more complicated. MacIntosh makes a compelling case that is was the Third's insular nature and megalomaniacal tendencies that led him to shun deals, go it alone and focus almost entirely on domestic dominance. Meanwhile, the beer world shifted under his feet: two forward-thinking international giants - SAB/Miller and InBev - emerged right in front of his dismissive eyes. By the time The Fourth took the reins, A-B's goose was cooked. They were just the last ones to know it.I listened to the unabridged audio version of this book. It was fantastic! I highly recommend Joyce Bean's excellent narration. It is 13.5 hours of pure enjoyment. It's quite a feat to have a female narrator do justice to what is effectively an all-male tale - it's a book filled with quote after quote (both attributed and juicy off-the-record stuff) in alpha male voices. Bean drops her voice an octave to deliver those words, punctuating them with a supercilious air while embodying the words of The Third. Well done.
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