It is confusing to be a kid.  The past and the present are mashed up and all is new information.  Little minds have to sort the stuff out, and questions are not always answered.  “You think too much”, was an often repeated answer to me.

A holiday visit to Budweiser in St. Louis, which is always a fun thing to do, brings up some of this youthful confusion.

1-outside general busch

Budweiser is not just a brand, or a beer, or a building, it is a community.  Above is a shot of many of the red brick buildings from inside the space of the community.


Above is the general “public” face of the company.  But there is so much more.

1-bevo interior

There are bevo foxes all over these buildings.   See the standing red foxes (three) in this tile frieze?

1-outside bevo fox

There is a gargoyle-like bevo fox on the outside of this building in the complex.

From Wikipedia: ” Labels on the bottles billed it as “Bevo the Beverage”. The name “Bevo” was coined from the word “beverage” and the Slavic language word for beer “pivo”, and was pronounced “Bee-vo”. ”  This was a drink that Budweiser produced during prohibition.

The word “bevo” is a true St. Louis word which others probably would not know.  And to think this strong presence came from only the prohibition years!

bevo mill

Above is the old Bevo Mill in the South Kingshighway, South Gravois neighborhood.  Again, the mill mashed something for NOT making beer during prohibition.

bitter brew

Just read this book by William Knoedelseder.  As in all wealthy families, the Busch family had its ups and downs as far as business, and as far as domestic relations.  As  St. Louisians, we all heard parts of that story.  This book fills a lot of stuff in, within the overview of my (still) confusion.

I think that the main character of the book who is called “Gussie” Busch (most of them were named “August”) is the person we knew as Augie Busch when growing up.  Therein comes my childhood confusion.

Could not figure out the difference between Augie Busch and Augie Doggie (or Doggie Daddy).  This required immense examination on my part.  Of course, the Anheuser Busch Company bought the St. Louis Cardinals during my lifetime.  Yogi Berra was the much beloved, Italian (growing up in the area of the brewery) American catcher who also was the philosopher of the common man; (“deja vu all over again”) was one of his sayings.  Was Yogi Berra different than Yogi Bear?  Head- scratcher.

St. Louis is a total baseball town.  We reveled in it, and much of the time, the Cardinals were good.  Baseball we knew about, which always brought up the conundrum to me:  What was the difference between Babe Ruth and Baby Ruth?

Gawd, think I named this post incorrectly!

3 thoughts on “ST LOUIS BLUES

  1. I suffered from the same confusion of Baby Ruth vs. Babe Ruth and Yogi Berra vs. Yogi Bear. Although I never mixed up Augie Doggie and Augie Busch, I did wonder whether it was Gussie or Augie Busch. Perhaps the latter was a different one of the August Busches.

    Nevertheless, it’s nice you had the chance to visit the Brewery during the holidays. For your readers who aren’t familiar, the Anheuser-Busch (now “inBev-AB” or some such mash-up) Brewery is one of the top must-see holiday light displays in town.

  2. thank you for your thoughtful comments! not living in st louis now, i did not realize, seeing light structures through our afternoon visit, that a huge nighttime statement was available every night. thanks! the inBev-AB mash up is enough for another post, n’est-ce pas?

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