Inbev Acquires an American Icon

question 67

Essay

Inbev Acquires an American Icon

For many Americans, Budweiser is synonymous with American beer and American beer is synonymous with Anheuser-Busch (AB). Ownership of the American icon changed hands on July 14, 2008, when beer giant Anheuser Busch agreed to be acquired by Belgian brewer InBev for $52 billion in an all-cash deal. The combined firms would have annual revenue of about $36 billion and control about 25 percent of the global beer market and 40 percent of the U.S. market. The purchase is the most recent in a wave of consolidation in the global beer industry. The consolidation reflected an attempt to offset rising commodity costs by achieving greater scale and purchasing power. While likely to generate cost savings of about $1.5 billion annually by 2011, InBev stated publicly that the transaction is more about the two firms being complementary rather than overlapping.

The announcement marked a reversal from AB's position the previous week when it said publicly that the InBev offer undervalued the firm and subsequently sued InBev for "misleading statements" it had allegedly made about the strength of its financing. To court public support, AB publicized its history as a major benefactor in its hometown area (St. Louis, Missouri). The firm also argued that its own long-term business plan would create more shareholder value than the proposed deal. AB also investigated the possibility of acquiring the half of Grupo Modelo, the Mexican brewer of Corona beer, which it did not already own to make the transaction too expensive for InBev.

While it publicly professed to want a friendly transaction, InBev wasted no time in turning up the heat. The firm launched a campaign to remove Anheuser's board and replace it with its own slate of candidates, including a Busch family member. However, AB was under substantial pressure from major investors, including Warren Buffet, to agree to the deal since the firm's stock had been lackluster during the preceding several years. In an effort to gain additional shareholder support, InBev raised its initial $65 bid to $70. To eliminate concerns over its ability to finance the deal, InBev agreed to fully document its credit sources rather than rely on the more traditional but less certain credit commitment letters. In an effort to placate AB's board, management, and the myriad politicians who railed against the proposed transaction, InBev agreed to name the new firm Anheuser-Busch InBev and keep Budweiser as the new firm's flagship brand and St. Louis as its North American headquarters. In addition, AB would be given two seats on the board, including August A. Busch IV, AB's CEO and patriarch of the firm's founding family. InBev also announced that AB's 12 U.S. breweries would remain open.
-InBev launched a proxy contest to take control of the Anheuser-Busch Board and includes a Busch family member on its slate of candidates. The firm also raised its bid from $65 to $40 and agreed to fully document its loan commitments. Explain how each of these actions helped complete the transaction?

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Definitions:

Progressive Relaxation

A technique used to reduce stress and anxiety by tensing and then relaxing each muscle group in the body progressively.

Counterconditioning

A behavior therapy technique where an unwanted response to a stimulus is replaced with a desired response.

Unconditional Positive Regard

In psychology, an attitude of total acceptance and support towards another person regardless of what they say or do, often used within therapeutic settings.

Psychoanalysis

A therapeutic technique and theory of psychology developed by Sigmund Freud, focusing on unconscious motives and conflicts.