Budweiser beer brand gives Clydesdales pink slip for holidays
NEW YORK — Budweiser is putting its Clydesdales out to pasture — but just for the holidays.
The country’s No. 3 beer brand said the horses will not play a role in its traditional advertising for the season. Instead, Budweiser is focusing its marketing dollars on attracting a younger audience, according to The Wall Street Journal. The company noted Monday that the horses will be featured in spots promoting responsible drinking.
Anheuser-Busch InBev said the Clydesdales will return for its Super Bowl ads.
“As icons of the brand — and relevant symbols of integrity, perfection and team spirit for all generations — (the Clydesdales) are important to the brand and our campaigns,” Anheuser-Busch wrote in a statement.
The Clydesdales have been associated with Budweiser since 1933.
Budweiser has been running ads for its “Holiday Crates” that include 18-packs of beer. The company said the crates are replicas of those that were used to deliver the beer to retailers after Prohibition.
The ads feature younger people dedicating beers to their loved ones.
Budweiser’s share of the beer market in the United States has declined since hitting its peak in 1988. According to Beer Marketer’s Insights, Budweiser had 7.6 percent of the market last year, down from 14.4 percent a decade ago, the result of the growing popularity of light and craft beers, said Eric Shepard, executive editor of the industry tracker.
“You look around, and we have this huge group of young drinkers; almost half of them have never tried the brand,” Shepard said.