In his new book, Anson Frericks explains how Anheuser-Busch could make millions by partnering with a coffee company

Anheuser-Busch was considering a distribution partnership with Black Rifle Coffee Company in 2022 .

Frericks: Partnership could breathe new life into a company that had entered something of a midlife crisis.

He says it was a chance to introduce ourselves to a new community and make an impact.

The partnership was killed on the spot.

In 2019 , Black Rifle sold $82 million worth of coffee. By year end 2021 , that figure had ballooned to $233 million .

Anheuser-Busch could distribute Black Rifle Coffee’s coffee cans on the same trucks that carried Bud Light .

Anson Frericks : The company's top brass didn't see it that way.