Budweiser Yanks Clydesdales, Float From Rose Parade; First Absence Since 1953

November 30, 2011 11:42 AM

(credit: Jamie Squire/Getty Images)

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PASADENA (CBS) — For the first time in over half a century, the upcoming Rose Parade will be without one of its biggest sponsors.

St. Louis-based brewer Anheuser-Busch, makers of Budweiser beer, decided in May not take part in the parade, a company spokesman said Tuesday.

The absence means there will be no team of Clydesdales parading down Colorado Boulevard for the first time in 58 years.

“We’ve truly enjoyed being a part of the Rose Parade and appreciate the great work on our floats over the years,” Anheuser-Busch vice president Rob McCarthy told the Pasadena Star-News.

He said the company is shifting its marketing strategy to invest in “events that create a more direct connection with beer drinkers, and where we can discuss and sample the Budweiser brand.”

The announcement means the Rose Parade will have three less floats on Jan. 2, making a total of 41 compared with 44 this year, according to the Star-News.

Eleven sponsors have pulled out of the parade so far, including several Southland cities such as West Covina and Beverly Hills.

However, the new year will also bring eight new sponsors to the parade in 2012.

(©2011 CBS Local Media, a division of CBS Radio Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. Wire services contributed to this report.)

Budweiser Yanks Clydesdales, Float From Rose Parade; First Absence Since 1953

Astonished

“. . .the company is shifting its marketing strategy to invest in “events that create a more direct connection with beer drinkers, and where we can discuss and sample the Budweiser brand.”

Sooo, I guess that means that the company is only going to events where people get falling down drunk, right? Like football games and tailgate parties?

Yeah, that should really further the success of their beer. NOT!
Ze Carlos

“discuss and sample the Budweiser brand” = get totally drunk and beat their wives
Kathy

It’s a shame that Anhueser Busch is not participating in a family event that is televised nationally and/or globally. The Clydesdale horses are a trademark not only associated with the beer but, in the past, have been at many family events. The kids and parents love the horses…..
Shame on In-Bev for changing the family atmosphere that Anheuser Busch built over the years.
Dottie

I was born and raised here and love to see the Clydesdales and the kids love them too. My grandchildren will be attending their first Rose Parade and no Clydesdales. It’s too bad Anhueser is more interested in beer bellies, I guess we will just have to boycott them.
draxta

I’ll miss those Clydesdale like I’ll miss their fizzy yellow swill of a beer. (sniff sniff)
tamalezebra

Budweiser is a man’s man beer. California is now synonymous with “freak show” The Rose Parade or any other parade in California might as well be a “freak show” parade. California is bad for business and families with children. When you ban the “Happy Meal” and promote and celebrate deviant behavior normal people lose interest.