Introduction
The Budweiser Clydesdales are among the most recognized and beloved symbols in American advertising. These majestic draft horses, with their signature feathered hooves and immense stature, have become synonymous with Anheuser-Busch’s Budweiser beer, appearing in parades, commercials, and promotional events since their debut in 1933. Over the decades, they have transcended their marketing role, earning a place in the hearts of millions across the world.
This biography explores the origins, training, appearances, and enduring legacy of the Budweiser Clydesdales, tracing their journey from a Prohibition-era publicity stunt to one of the most iconic brand ambassadors in history.
Origins of the Budweiser Clydesdales
Clydesdales: A Breed of Strength and Elegance
The Clydesdale breed originated in Scotland, specifically in the Clydesdale region of Lanarkshire, during the 18th century. These draft horses were bred for their strength and ability to pull heavy loads in agriculture, logging, and transportation. Known for their distinctive bay coat, white facial markings, and feathered lower legs, Clydesdales are among the most striking draft horses in the world.
By the late 19th and early 20th centuries, Clydesdales had gained popularity in the United States, where they were used for industrial and agricultural purposes. However, as mechanization increased, the demand for draft horses declined.
The Birth of the Budweiser Clydesdales
The story of the Budweiser Clydesdales began in April 1933, immediately following the repeal of Prohibition in the United States. To celebrate this historic occasion, August A. Busch Jr. and Adolphus Busch presented their father, August A. Busch Sr., with a gift that would become legendary—a six-horse Clydesdale hitch.
The team of massive, beautifully groomed horses pulled a beer wagon, delivering the first post-Prohibition case of Budweiser to Governor Alfred Smith of New York, a well-known advocate for repealing Prohibition. The spectacle was an instant success, drawing nationwide attention and cementing the Clydesdales as an enduring part of Budweiser’s brand identity.
Following the success of this promotional campaign, Anheuser-Busch expanded the Clydesdale program, forming multiple traveling teams to showcase the horses across the country.
Selection and Training of the Budweiser Clydesdales
Not all Clydesdales can become Budweiser Clydesdales. The selection process is rigorous, ensuring that only the finest horses represent the brand.
Selection Criteria
To be considered for the Budweiser Clydesdale team, a horse must meet the following criteria:
- Be a gelding (castrated male)
- Stand at least 18 hands high (approximately 6 feet at the shoulder)
- Weigh between 1,800 and 2,300 pounds
- Have a bay coat with a white blaze and four white stockings
- Possess a calm and gentle temperament
Only a small percentage of Clydesdales meet these exacting standards, making Budweiser’s horses some of the most elite in the breed.
Training and Care
The horses are raised at Warm Springs Ranch in Boonville, Missouri, a state-of-the-art breeding and training facility established by Anheuser-Busch. Here, foals are bred, raised, and conditioned for potential inclusion in the Budweiser hitch.
Training begins at an early age, focusing on:
- Socialization: Clydesdales must be comfortable in public settings with large crowds, loud noises, and flashing cameras.
- Harness Training: Horses learn to pull a traditional beer wagon as a team, responding to voice and rein commands from their handlers.
- Grooming and Presentation: Each horse undergoes meticulous grooming, including washing, brushing, and hoof maintenance. Their signature white feathering is cleaned regularly to maintain their pristine appearance.
Each Budweiser hitch is accompanied by a Dalmatian, a breed historically used to guard horse-drawn wagons. The Dalmatian rides atop the wagon, adding a touch of tradition and charm to the team’s appearances.
The Budweiser Clydesdales in Advertising and Public Appearances
The Budweiser Clydesdales have played a crucial role in Anheuser-Busch’s marketing campaigns, becoming one of the most enduring advertising icons in history.
Super Bowl Commercials
One of the most famous aspects of the Budweiser Clydesdales’ legacy is their Super Bowl commercials. Since their first Super Bowl appearance in 1986, the Clydesdales have been featured in many of the most memorable and emotional ads in the game’s history. Some of the most iconic commercials include:
- “Respect” (2002): A tribute to the victims of 9/11, featuring the Clydesdales solemnly bowing before the New York City skyline.
- “Brotherhood” (2013): A heartwarming story of the bond between a young foal and his trainer.
- “Lost Dog” (2015): A touching tale of a puppy finding his way home with the help of the Clydesdales.
These commercials have cemented the Clydesdales as symbols of American tradition, resilience, and sentimentality.
Parades and Public Events
The Budweiser Clydesdales regularly participate in:
- Macy’s Thanksgiving Day Parade
- The Rose Parade in Pasadena
- Fourth of July Celebrations
- Major sporting events, including Super Bowl pre-game shows and the Kentucky Derby
They also make appearances at breweries, fairs, and festivals, attracting massive crowds wherever they go.
Cultural Impact and Legacy
The Budweiser Clydesdales are more than just advertising mascots; they are cultural icons. Their presence evokes nostalgia, national pride, and admiration for their beauty and strength.
Preserving the Breed
Through its breeding program at Warm Springs Ranch, Anheuser-Busch has contributed to preserving and promoting the Clydesdale breed. As the use of draft horses in agriculture has declined, Budweiser has played a crucial role in keeping the breed relevant and admired.
Symbol of American Tradition
The Clydesdales represent values of hard work, loyalty, and tradition, aligning perfectly with Budweiser’s branding. Their presence at patriotic events, from presidential inaugurations to military homecomings, has reinforced their status as a national treasure.
Tourism and Public Engagement
The Anheuser-Busch Brewery Tour allows fans to meet the Clydesdales up close at locations like St. Louis, Fort Collins, and Merrimack, NH. Visitors can witness the horses in their stables, watch training sessions, and learn about their history.
Conclusion
The Budweiser Clydesdales have stood the test of time, evolving from a one-time Prohibition-era publicity stunt to one of the most enduring brand ambassadors in history. Their grace, power, and charm continue to captivate audiences, ensuring that they remain a cherished symbol of American tradition for generations to come.
As long as there is Budweiser, there will be Clydesdales, pulling their wagon with pride and reminding the world of the beauty of tradition, perseverance, and the deep bond between humans and horses.
