With one move, he could deny the city of Milwaukee, home of Pabst and Schlitz, a professional baseball team, wrest the Cardinals’ broadcasting rights away from the Griesedieck Brothers, and turn Sportsman’s Park, where the Cardinals played, into a giant outdoor tavern–thirty thousand Budweiser drinkers held captive for two or three hours at a time in the sweltering St. Louis heat. William Knoedelseder on “Gussie” Busch in Bitter Brew: The Rise and Fall of Anheuser-Busch and America’s Kings of Beer