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House of Suds: Portrait of the Busch Beer Dynasty at Play

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In May 1955, LIFE published an article—and a series of pictures by Margaret Bourke-White—featuring what the magazine called “the liveliest, lustiest family dynasty” in America: the Busch clan.

Here, apropos of nothing, really—other than that it’s summer, when so many people’s fancy lightly turns to thoughts of beer—LIFE.com presents a whole series of Bourke-White’s portraits, most of which never ran in LIFE, of the family whose fortune was built, and even today is sustained, on suds.

In 1865 [LIFE wrote] a German immigrant named Adolphus Busch took over a small, failing brewery in St. Louis. In the decades since, the brewery has become the largest in the world, last year selling over 719 million foamy quarts of beer. In that same period period the Missouri family Busch has become just about the liveliest, lustiest family dynasty in the country.

Today the chief executive of Anheuser-Busch Inc., and in consequence the head of the sprawling family, is Adolphus’ grandson, a gregarious, impulsive, hoarse-voiced, 56-year-old extrovert name August Anheuser Busch jr., who is hardly ever called anything but Gussie. Gussie and the other present members of the family have lost little of the fierce, competitive genius with which their predecessors kept he world of hops hopping. And unlike the later generations of some robust business families, they have not noticeably slid into the sedentary or intellectual pleasures of wealth. They continue to love the outdoors, fine horses, huge houses full of hunting trophies, big families, roaring parties and beery choruses of “Im Wald and auf der Heide.”

The baronial splendor amid which Gussie lives with his handsome wife and their children prompts St. Louisans to say the Busches really live like German merchant princes of an earlier age. But their way of life adds a memorably exuberant and expansive segment to the American scene.

In the trophy-filled gun room of their mansion, August A. Busch Jr. and his wife Trudy, 28, hold baby Beatrice Alice and Adolphus Busch IV.
Caption from LIFE. "In the trophy-filled gun room of their mansion, August A. Busch Jr. and his wife Trudy, 28, hold baby Beatrice Alice and Adolphus Busch IV."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Out for the daily ride, Trudy astride Happy Landing and Gussie on Miss Budweiser amble across the lawn of the 34-room brick mansion Gussie's father erected in 1911.
Caption from LIFE. "Out for the daily ride, Trudy astride Happy Landing and Gussie on Miss Budweiser amble across the lawn of the 34-room brick mansion Gussie's father erected in 1911."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Dancing outdoors at hunting lodge during annual outing. Gussie and Trudy in peasant dress jig to German band with guest Dr. John C. Martz (left).
Caption from LIFE. "Dancing outdoors at hunting lodge during annual outing. Gussie and Trudy in peasant dress jig to German band with guest Dr. John C. Martz (left)."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Singing at Schlachtfest, Gussie sits with guest, Mrs. Charles Thomas, wearing chef's hat and apron which his male guests received.
Caption from LIFE. "Singing at Schlachtfest, Gussie sits with guest, Mrs. Charles Thomas, wearing chef's hat and apron which his male guests received."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Carriage collection at the Bauernhof ranges from six three-ton coaches aligned at the rear to gigs and donkey cart in front and a ladies' phaeton and French sailor wagon right behind fountain.
Caption from LIFE. "Carriage collection at the Bauernhof ranges from six three-ton coaches aligned at the rear to gigs and donkey cart in front and a ladies' phaeton and French sailor wagon right behind fountain."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Paul Victor von Gontard, general manager of San Fernando Valley brewery, sniffing hops.
Not published in LIFE. Paul Victor von Gontard, general manager of San Fernando Valley brewery, sniffing hops.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family; not published.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Touring the stables in their formal dress, guests at the Bridlespur Hunt Club ball, held at Grant's farm, inspect the Busch hunters and jumpers.
Caption from LIFE. "Touring the stables in their formal dress, guests at the Bridlespur Hunt Club ball, held at Grant's farm, inspect the Busch hunters and jumpers."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Toast to their master and mistress is drunk in champagne at annual gathering of 20 Grant's Farm workers, who just received envelopes containing their annual bonus. In dark jacket at left is zookeeper Frank Parko and alongside him are stablemen, grounds keepers. Butler and cook are at right.
Caption from LIFE. "Toast to their master and mistress is drunk in champagne at annual gathering of 20 Grant's Farm workers, who just received envelopes containing their annual bonus. In dark jacket at left is zookeeper Frank Parko and alongside him are stablemen, grounds keepers. Butler and cook are at right."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Percy Orthwein, Gussie's brother-in-law, is a board member, handles firm's advertising and collects old Budweiser posters like those on the wall.
Caption from LIFE. "Percy Orthwein, Gussie's brother-in-law, is a board member, handles firm's advertising and collects old Budweiser posters like those on the wall."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Donkey cart is hitched up by coachman Henry Gersman to give John and Karen Flanigan, children of Gussie's daughter Carlota, a ride around courtyard.
Caption from LIFE. "Donkey cart is hitched up by coachman Henry Gersman to give John and Karen Flanigan, children of Gussie's daughter Carlota, a ride around courtyard."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Caption from LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Rolling through the Deer Park on a pleasant afternoon, Gussie, Trudy and Adolphus Busch IV ride a Vigilant coach drawn by four hackneys.
Caption from LIFE. "Rolling through the Deer Park on a pleasant afternoon, Gussie, Trudy and Adolphus Busch IV ride a Vigilant coach drawn by four hackneys. Seated primly behind them, wearing the derby but not the red coat and blue breeches which are de rigueur for his job, is brewery driver named Bob Ferguson."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Caption from LIFE. "Tessie the Elephant, age 3, performs near the Bauernhof. She is named for an elephant which August I once owned."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Frances the Camel, a recent addition to the zoo, eats a banana from Gussie's hand. The zoo now has a full-time keeper.
Caption from LIFE. "Frances the Camel, a recent addition to the zoo, eats a banana from Gussie's hand. The zoo now has a full-time keeper."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Jerry the Chimp, one of four in the private zoo, essays a headstand with an assist from Gussie. Jerry also roller-skates.
Caption from LIFE. "Jerry the Chimp, one of four in the private zoo, essays a headstand with an assist from Gussie. Jerry also roller-skates."Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.
Not published in LIFE. Photo shot in 1954 for 1955 LIFE magazine story on the Busch family.Margaret Bourke-White—The LIFE Picture Collection/Getty Images
Expertly manipulating a team of six matched white mules, Gussie Busch rolls through the Deer Park at Grant's Farm atop a pony coach.
Caption from LIFE. "Expertly manipulating a team of six matched white mules, Gussie Busch rolls through the Deer Park at Grant's Farm atop a pony coach."Margaret Bourke-White—The LIFE Picture Collection/Getty Images

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