In 1860, Eberhard Anheuser purchased a small brewery in St. Louis. A few years later, he partnered with his son-in-law, Adolphus Busch, to expand distribution. Control of the company was passed to Busch's son, August, then August's son, Adolphus III, then Adolphus III's brother, August Jr. "Gussie", then Gussie's son, August III, then August III's son, August IV. Then, in 2008, the company was sold to the global conglomerate InBev.
For over a century, the members of the Busch family have been pillars of the community in St. Louis. Their brewing operations spread across America. Their empire included amusement parks and baseball teams. And their brand became iconic around the world.
The book is written by Billy, a middle son of Gussie. He is one of ten siblings and half-siblings. From Billy's perspective, he had a sheltered "fairy tale" childhood where it was difficult to know what was normal. His family suffered through affairs, tragedy, and general dysfunction. Much of his family is estranged today, but he is determined to work hard and pass on that ethic to his children.