Chapter Eight · St. Louis · 1970s
Anheuser-Busch
At Anheuser-Busch, Monty returned to his hometown — and found the company whose ambitions matched his imagination.
Anheuser-Busch in the 1970s was one of the most aggressive marketers in America. Under August Busch III, the brewery was expanding its brands, its entertainment division, and its sports sponsorships simultaneously — and it rewarded executives who brought bold ideas.
For Monty, the company was a natural home. He had learned automotive storytelling at Ford, event promotion at Ontario, and experience design with Busch Entertainment. At Anheuser-Busch, all three came together.
His most visible work centered on the Busch brand: repositioning the beer itself, shaping the advertising that carried it, and conceiving the NASCAR partnership that would attach the Busch name to one of the sport's most enduring traditions.