Anson Frericks

So, I mean, you'll appreciate this story. And I write about this in my book, Last Call for Bud Light. But one of the opening chapters I have is, so I was president of Anheuser-Busch in the U.S. And I tried to do a distribution agreement with Black Rifle Coffee Company.

So, I mean, you'll appreciate this story. And I write about this in my book, Last Call for Bud Light. But one of the opening chapters I have is, so I was president of Anheuser-Busch in the U.S. And I tried to do a distribution agreement with Black Rifle Coffee Company.

So, I mean, you'll appreciate this story. And I write about this in my book, Last Call for Bud Light. But one of the opening chapters I have is, so I was president of Anheuser-Busch in the U.S. And I tried to do a distribution agreement with Black Rifle Coffee Company.

Because a lot of times the same people that were drinking a six-pack of Budweiser at night were drinking six Black Rifle coffees in the morning. And so we were going to put the Black Rifle Coffee, their kind of 16 ounce drinks on the same trucks that carry Bud and Bud Light to Walmart and Kroger and 7-Eleven.

Because a lot of times the same people that were drinking a six-pack of Budweiser at night were drinking six Black Rifle coffees in the morning. And so we were going to put the Black Rifle Coffee, their kind of 16 ounce drinks on the same trucks that carry Bud and Bud Light to Walmart and Kroger and 7-Eleven.

Because a lot of times the same people that were drinking a six-pack of Budweiser at night were drinking six Black Rifle coffees in the morning. And so we were going to put the Black Rifle Coffee, their kind of 16 ounce drinks on the same trucks that carry Bud and Bud Light to Walmart and Kroger and 7-Eleven.

And so I had this whole deal and we were going to make a bunch of money on that partnership. And our legal team, which was now based in New York City and our external affairs team based in New York City, this is in 2021, killed the deal. Said, you can't do it. I was like, what do you mean? Like, here's all the financials. This makes tons of sense. Like, this is a great company.

And so I had this whole deal and we were going to make a bunch of money on that partnership. And our legal team, which was now based in New York City and our external affairs team based in New York City, this is in 2021, killed the deal. Said, you can't do it. I was like, what do you mean? Like, here's all the financials. This makes tons of sense. Like, this is a great company.

And so I had this whole deal and we were going to make a bunch of money on that partnership. And our legal team, which was now based in New York City and our external affairs team based in New York City, this is in 2021, killed the deal. Said, you can't do it. I was like, what do you mean? Like, here's all the financials. This makes tons of sense. Like, this is a great company.

They're growing like gangbusters. I said, can't do it. Company's too controversial. I was like, what do you mean?

They're growing like gangbusters. I said, can't do it. Company's too controversial. I was like, what do you mean?

They're growing like gangbusters. I said, can't do it. Company's too controversial. I was like, what do you mean?

I was like, you know, the company, like their mission is to serve coffee and culture to firefighters, police officers, law enforcement, people who love America. And the coffee, just in point of fact, is excellent. Yeah, great coffee.

I was like, you know, the company, like their mission is to serve coffee and culture to firefighters, police officers, law enforcement, people who love America. And the coffee, just in point of fact, is excellent. Yeah, great coffee.

I was like, you know, the company, like their mission is to serve coffee and culture to firefighters, police officers, law enforcement, people who love America. And the coffee, just in point of fact, is excellent. Yeah, great coffee.

This is my thing. I mean, you know, this is, that's their mission. That's what they do. And, you know, Budweiser, we had partnerships with Folds of Honor and other military. But in 2021, because of the whole DEI movement, which said like, Ooh, you know, they fund the police and like, you know, defund the police was a big thing, you know, kind of going on at the time.

This is my thing. I mean, you know, this is, that's their mission. That's what they do. And, you know, Budweiser, we had partnerships with Folds of Honor and other military. But in 2021, because of the whole DEI movement, which said like, Ooh, you know, they fund the police and like, you know, defund the police was a big thing, you know, kind of going on at the time.

This is my thing. I mean, you know, this is, that's their mission. That's what they do. And, you know, Budweiser, we had partnerships with Folds of Honor and other military. But in 2021, because of the whole DEI movement, which said like, Ooh, you know, they fund the police and like, you know, defund the police was a big thing, you know, kind of going on at the time.

And ooh, military, you know, I don't know about that. That seems a little bit too controversial. I'm like, guys, like we sell like King Cobra 40 ounce bottles.

And ooh, military, you know, I don't know about that. That seems a little bit too controversial. I'm like, guys, like we sell like King Cobra 40 ounce bottles.