Max Krumbholz

Mystery Photo - any help greatly appreciated! First man on left, sitting, front row, is MAX KRUMBHOLZ. Sign reads: "Anheuser Busch, St. Louis, MO." Max married to Sophia (Zopf).

Anyone know the circumstances of this photo? Max lived in Iowa, why St. Louis, MO (on the sign), and the connection with Anheuser-Busch? Don't think he was ever employed w/AB. He WAS a sports-man and active on basketball, baseball, golf, and other athletic teams. Help!