He joined the family firm after completing his studies, working his way up from the bottom. He moved to the marketing department in 1989 and worked to launch the Bud Dry brand. Even though the product had a successful debut, it wasn’t particularly popular. He was made vice president of brand management in 1994, a position he held for two years before taking on the role of vice president of the marketing division. In 2000, he was given the opportunity to advance to vice president of marketing and wholesale operations, and the company immediately started using funnier and more creative ads.
August was appointed the company’s president and CEO in 2006. After just 18 months in office, speculations that InBev intended to buy the company started to spread. When InBev made an offer of $65 per share in April 2008, the company’s shares were trading at $49.20. This offer was rejected. After rising to $70 on July 13, 2008, the business was sold to InBev for $100 million.
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