14. Bud's Falling But Growing

http://www.theatlantic.com/business/archive/2012/10/this-buds-for-you-china-the-fall-of-budweiser-as-a-us-brand/264167/

           Jordan Weissmann, the author of "This Bud's For You, China: The Fall of Budweiser as a U.S Brand, takes in an interesting observational pattern: Budweiser, one of the top known brands of alcoholic drinks in the world, is falling in the U.S but growing in other countries. Budweiser is controlled by another group which is responsible for over half of American beer market and it is growing at a surprising rate when it comes to international sales. The problem here is that although the brand may be growing abroad, in the U.S, Budweiser has been unsuccessfully competing for number one with Coors. Although three years ago, the international sales were at 27%, now that number has almost doubled to 44%. The author also mentions KFC which is a top chicken selling brand which is competing with Chik-Fil-A and Popeye's Chickens but at an international rate, it has been more than successful.
           The author uses several methods to catch the reader's attention. The first one being a very informal title which addresses Budweiser as Bud and a very funny yet interesting approach at the topic of Budweiser falling in the U.S but growing abroad. The author also starts with a rhetorical question: "When does an American brand stop being a brand for Americans?" The author also gives some statistics to show how international sales have been much better than in the American market. The author also uses comparison techniques to compare the pattern for Budweiser with the brand KFC which has had conflicts with competitors but has outstanded the problem internationally.