In the '90s and 2000s, new ownership has revitalized both Fender and Gibson and rekindled their rivalry. Through acquisitions, artist endorsements and their rapidly expanding custom shops, both brands are in a heated battle to win the hearts and minds of guitar lovers worldwide.      Gibson CEO Henry Juszkiewicz doesn't want to just dominate the electric guitar market. He wants to reinvent it. And with guitar sales declining, he goes all-in on new technology that will either revitalize Gibson — or sink it. Support us by supporting our sponsors! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

It’s 1893 and Chicago is about to host The World’s Columbian Exposition. It’s going to be the biggest show the world’s ever seen, and that means it’s time for Adolphus Busch to shine. He’s the owner of Budweiser brewery Anheuser-Busch and the most flamboyant beer baron of the Gilded Age. Busch is determined to use the show to overshadow and outspend his nemesis, Captain Pabst, the owner of America’s number-one brewery. But there’s a distraction he’s got to deal with first. A small-time brewer from Milwaukee called Miller has just launched a rival beer. Its name? Budweiser. Support us by supporting our sponsors! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.