Budweiser’s Clydesdales: A Legacy at Risk
Budweiser, the famous beer company, has surprisingly removed its Clydesdales from its Christmas advertisement. The gorgeous horses, associated with Budweiser for 80 years, will not appear in seasonal advertisements. The firm stated that the Clydesdales would return for the highly anticipated Super Bowl advertisements and promote safe drinking.
“For over 80 years, the Clydesdales have represented Budweiser quality and care. They are vital to the brand and our campaigns as images of honesty, excellence, and team spirit for all generations, said Anheuser-Busch on Monday.
Since its 1988 high, Budweiser’s share of the U.S. beer market has progressively dropped. Beer Marketer’s Insights said that Budweiser controlled 7.6% of the market in year, down from 14.4% a decade earlier. The rise of light and specialty beers has attracted youthful consumers who have yet to try Budweiser.
Eric Shepard, executive editor of the industry tracker, said, “You look around, and we have this huge group of young drinkers, almost half of them have never tried the brand.” Light beers like Bud Light have slowly eroded Budweiser’s market dominance for years. In 2001, Bud Light overtook it as the best-selling beer, and in 2011, Coors Light did.
Budweiser is pushing their 18-pack “Holiday Crates” ahead of Thanksgiving during this changeover. After Prohibition, beer was delivered to shops in these containers, honouring the brand. Younger generations dedicate beers to their loved ones in the ads, indicating a change in demographic targeting.
As Budweiser adapts to modern customer tastes, their Christmas advertisement without the Clydesdales is a break from tradition.
This article discusses the Budweiser Clydesdales’ Christmas season role, their history, and their rise in Budweiser’s marketing.