Just say whoa: Budweiser ditching beloved Clydesdales in their advertising

OPINION:

It is a cultural moment in advertising: Budweiser is said to be unhitching the iconic team of Clydesdale horses which has appeared in their commercials for 27 years, charming a global audience and creating herds of fans. But no more. The beer maker is now alarmed by falling sales and huge competition from craft beers - and is intent on retooling its image for a younger crowd.

The brewer is trying to rein in this story, first reported by The Wall Street Journal. Meanwhile, the numbers are not very promising.

A decade ago, Budweiser commanded almost 15 percent of the sales; now it has half that. At its peak, Budweiser made 50 million barrels a year - now it’s down to 16 million as the younger folk turn to artisanal fare, malt-beverages and ready-to-drink cocktails in myriad flavors. The 21-27-year old set just doesn’t get Bud, apparently.

Which is where the Clydesdales trot in - and trot out again.

“Instead, this season Budweiser will air spots featuring people in their 20s looking directly into the camera and calling out friends’ names as a narrator asks ’If you could grab a Bud with any of your friends these holidays, who would it be?’ ” reports The Journal.

“Beyond that, Budweiser marketing will become distinctly un-Budlike,” the news organization predicts, noting that Budweiser now plans to sponsor food festivals because half of the young beer drinkers identify themselves as “foodies.”

Is there a risk here? Maybe.

“Bud risks alienating core drinkers across rural America, said Tony Ponturo, a former Anheuser-Busch senior marketing executive, told The Journal. “If you try to be too young and too hip, you lose your base. They’ll say, ’That’s not my Budweiser anymore.’ You have to start with a message that resounds with a new generation of people but doesn’t throw off the core drinker.”

The brewer now clarifying the situtation with this statement, issued Monday afternoon, however.

“The story this morning may have left a wrong impression - the Budweiser Clydesdales will, in fact, be featured in next year’s Super Bowl advertising and are also a part of upcoming holiday responsible drinking advertising. The Clydesdales play a strong role for the brand, representing Budweiser quality and care for more than 80 years. As icons of the brand - and relevant symbols of integrity, perfection and team spirit for all generations - they are important to the brand and our campaigns,”