The clicking sound of their hooves down Colorado Boulevard has become somewhat of a staple at the Pasadena Rose Parade. But for the first time in 58 years, Anheuser-Busch’s team of Clydesdales will not be a part of the parade, said a spokesman for the St. Louis-based brewer.
“We’ve truly enjoyed being a part of the Rose Parade, and appreciate the great work on our floats over the years,” said Budweiser Vice President Rob McCarthy.
The decision, which was made in May after a discussion with the Tournament of Roses, is in large part based on the company’s effort to reach new consumers.
"The Clydesdales are about creating direct connections with the people who attend fairs, festivals and parades across the country," McCarthy said. "So we’ll be investing in other events that allow us to reach a higher concentration of beer drinkers, and more directly discuss and sample the Budweiser brand with them."
The brewer said that there were no immediate plans to return to the parade in the future.
The 2012 Rose Parade, which is themed “Just Imagine,” will take place on January 2 with 41 floats participating.