(NEW YORK) — Budweiser is keeping its Clydesdales in the stable.
In a bid to stop the slide in Budweiser sales to young drinkers, the brand will not be using the traditional horses in holiday advertising.
“The self-proclaimed King of Beers is more of an afterthought among young consumers,” says The Wall Street Journal. “Some 44 percent of 21- to 27-year-old drinkers today have never tried Budweiser, according to the brand’s parent company, Anheuser-Busch InBev NV.”
Instead, Budweiser will be overhauling its marketing campaign, introducing new commercials and sponsoring events like food and music festivals designed to get Millennials to put down their craft beers.
Anheuser-Busch did say, however, that the Budweiser Clydesdales will "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," Anheuser-Busch said in a statement Monday.
Copyright 2014 ABC News Radio. All Rights Reserved. (PHOTO: Scott Olson/Getty Images)
