NEW YORK — Budweiser is putting its Clydesdales out to pasture 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, although the company added later that they will be featured in spots promoting responsible drinking. Anheuser-Busch InBev also said the Clydesdales will return to be part of its upcoming Super Bowl ads.
The decision not to feature the Clydesdales in holiday ads was first reported by The Wall Street Journal.
The change comes as Budweiser’s share of the U.S. beer market 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 erosion has been the result of the growing popularity of light and craft beers, said Eric Shepard, executive editor of the industry tracker.
Ahead of Thanksgiving, Budweiser has been running ads for its “Holiday Crates” that includes 18-packs of Budweiser bottles.
The Clydesdales have been associated with Budweiser since 1933, when the company introduced them to celebrate the repeal of Prohibition for beer.