How a Brutal Beer War Led to the Downfall of the Brewery That Made Milwaukee Famous
Briefly

In 1965, Bob Martin led the marketing department of Schlitz Brewing Company, the second-largest beer empire globally. He received a mysterious call confirming a significant payment for the Houston Astrodome's completion, which would secure Schlitz's exclusive beer rights there. This deal exemplified Martin's marketing philosophy, using considerable funds to forge advantageous partnerships. His leadership transformed Schlitz's advertising strategies, impacting the competitive landscape of the beer industry during the 1960s and 1970s. Martin was a pivotal figure, orchestrating deals that would significantly influence the company's success and its subsequent decline.
Martin believed that in the competitive beer industry, aggressive marketing and strategic financial partnerships, like the deal for the Houston Astrodome, were crucial for success.
The Schlitz Brewing Company, under Martin's leadership, secured a strong foothold in the market, using innovative marketing tactics that often blurred ethical lines.
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