There are few images as deeply woven into the fabric of American culture as the sight of the majestic Budweiser Clydesdales. Their powerful, graceful presence, pulling a classic red beer wagon, is more than just an advertisement; it’s a living narrative. The Budweiser Horse Story is a tale of tradition, resilience, and a deep emotional connection that has spanned generations. It’s a story that began as a heartfelt gift and evolved into a symbol of enduring values, capturing the hearts of millions, especially during the much-anticipated Super Bowl commercials. This is the story of how a team of horses became global icons.
A Gift That Forged a Legacy: The Origin Story
The tale begins in 1933, a pivotal year in American history. As the nation celebrated the end of Prohibition, the sons of the Anheuser-Busch president, August A. Busch Jr. and Adolphus Busch III, sought a unique way to honor their father, August A. Busch Sr. Their idea was a grand gesture: a six-horse hitch of magnificent Clydesdale horses, pulling a newly designed, red Studebaker beer wagon. When this majestic team paraded to the St. Louis brewery to deliver the first case of post-Prohibition Budweiser, it was a moment of pure spectacle.
The public reaction was immediate and overwhelming. The sight of these gentle giants was so captivating that the company decided to send a second six-horse hitch on a tour, which included a stop in New York City where they delivered a case of beer to former Governor Al Smith, a key figure in repealing Prohibition. This tour cemented their place in the public consciousness. What started as a private gift had, almost overnight, become a powerful public symbol of both the Budweiser brand and the optimistic spirit of a resurgent America. The Budweiser horse story wasn’t just about beer; it was about celebrating a new era.
The Symbolism of the Clydesdale
Why the Clydesdale? The choice was deliberate. These horses, with their immense strength, calm temperament, and distinctive feathered hooves, represented quality, hard work, and tradition—the very values Anheuser-Busch wanted its brand to embody. They were a living link to a time before motorization, when brewers relied on the raw power of draft horses to deliver their products. In an increasingly fast-paced world, the Clydesdales were a comforting reminder of heritage and craftsmanship.
More Than Just a Mascot: An American Icon
While many brands have mascots, few have achieved the iconic status of the Budweiser Clydesdales. They are not merely characters; they are ambassadors. Their story is one of meticulous care, rigorous training, and a deep bond with their handlers. The traveling “hitch” teams make hundreds of public appearances each year, from state fairs to presidential inaugurations, allowing people to witness their grandeur up close. This accessibility has fostered a personal connection that goes far beyond a typical marketing campaign.
“The Clydesdales represent a set of timeless values,” notes Dr. Alistair Finch, a cultural historian. “In them, we see strength, community, and reliability. They are a piece of living history, and that authenticity resonates with people in a way that slick, modern advertising often can’t.”
This connection is most powerfully demonstrated during the Super Bowl, where the Budweiser horse story unfolds in poignant, cinematic sixty-second chapters.
The Super Bowl Stage: Telling the Budweiser Horse Story
For decades, the premiere of the Budweiser Clydesdales’ Super Bowl commercial was an event in itself. These weren’t just ads; they were short films that told emotional stories about friendship, loyalty, and overcoming adversity. The narrative often centered on a young Clydesdale aspiring to join the hitch, a theme of mentorship, or an unlikely friendship.
The Power of Unlikely Friendships
Some of the most beloved commercials explored the bond between the giant horses and other, smaller animals. The “Puppy Love” series, for instance, became a global phenomenon. The story of a brave little Labrador puppy who continually escapes his adoption center to be with his best friend, a Clydesdale, melted hearts worldwide. This narrative was powerful because it was simple and universal. It didn’t need complex dialogue; the emotional connection between the two animals spoke volumes, creating a narrative that was both adorable and deeply moving. It reinforced the Budweiser horse story as one of love and loyalty, values that resonate far beyond the product itself.
Another memorable tale featured a small, long-eared donkey who dreamed of being a Clydesdale. Through determination and a little help from his horse friends, he finally gets his chance to pull the wagon. These stories were masterful in their ability to evoke emotion, making the brand synonymous with heartwarming, family-friendly entertainment.
A Tribute in Silence: The 9/11 Commercial
Perhaps the most powerful chapter in the Budweiser horse story is the one that was told in near silence. Following the tragic events of September 11, 2001, Budweiser aired a tribute commercial during Super Bowl XXXVI. The ad featured the Clydesdale hitch traveling from their home in St. Louis, across the country to New York City. They cross the Brooklyn Bridge and arrive at a vantage point overlooking the altered skyline. There, in a moment of profound respect, the magnificent horses bow their heads toward the site where the World Trade Center towers once stood.
This commercial was remarkable for its subtlety and solemnity. There was no branding until the very end. It wasn’t about selling a product; it was about a national symbol paying respect during a time of collective grief. The ad aired only once on national television, a decision that amplified its impact and demonstrated a level of corporate reverence that earned widespread admiration. This single act solidified the Clydesdales’ place not just as brand ambassadors, but as a part of the American spirit.
What Does It Take to Be a Budweiser Clydesdale?
Becoming a member of the elite Budweiser Clydesdales hitch is no small feat. The selection process is incredibly strict, ensuring that the team maintains its iconic and uniform appearance.
The Strict Requirements
- Breed: They must be registered Clydesdales.
- Appearance: A Budweiser Clydesdale must have a bay coat, a white blaze on the face, four white stocking feet, and a black mane and tail.
- Size: They must stand at least 18 hands (6 feet) high at the shoulder and weigh between 1,800 and 2,300 pounds.
- Temperament: A calm, placid demeanor is essential for handling large crowds and unpredictable situations.
These gentle giants are raised at the company’s specialized breeding and training facilities, such as Warm Springs Ranch in Missouri. Here, they are cared for with the utmost attention to detail, from their diet to their custom-made harnesses and horseshoes.
The Dalmatian Connection
Another key character in the Budweiser horse story is the Dalmatian. This tradition dates back to the 1950s. Historically, Dalmatians were bred as coach dogs, trained to run alongside horse-drawn fire engines, protecting the horses from other animals and guarding the wagon. Anheuser-Busch adopted this tradition, and a Dalmatian now sits proudly next to the driver on the red wagon, serving as a loyal companion and mascot.
Why the Budweiser Horse Story Still Resonates
In a world of fleeting digital trends and ever-changing marketing tactics, the Budweiser horse story endures because it is built on something more profound. It speaks to a longing for authenticity, tradition, and simple, powerful emotions. The Clydesdales are a tangible link to a proud past and a symbol of unwavering strength. Their story reminds us of the power of friendship, the importance of heritage, and the quiet dignity of hard work. They are more than just horses; they are the keepers of a uniquely American legacy, delivering not just beer, but a consistent message of quality and heart, one majestic step at a time.
Frequently Asked Questions
Why did Budweiser stop using the Clydesdales in some ads?
While there have been periods where Budweiser’s Super Bowl advertising has focused on other themes to reach different demographics, they have never permanently stopped using the Clydesdales. Public sentiment has always been overwhelmingly in favor of the horses, and they remain a core part of the brand’s identity and continue to make appearances in commercials and at live events.
How many Budweiser Clydesdales are there?
Anheuser-Busch owns approximately 250 Clydesdales. They are kept at various facilities across the United States, including the official headquarters at the Anheuser-Busch brewery in St. Louis, Missouri, and the breeding facility at Warm Springs Ranch. Only a select few stallions are used for the breeding program to ensure the specific appearance and temperament traits are maintained.
Where can I see the Budweiser Clydesdales?
The Clydesdales can be seen at several locations. The three main traveling “hitch” teams tour the country for much of the year, appearing in parades and events. You can also visit them at their home stables, such as the one at the St. Louis Brewery or Grant’s Farm in St. Louis. Warm Springs Ranch in Boonville, Missouri, also offers tours for the public.
What is the story behind the Dalmatians?
The tradition of Dalmatians accompanying the Clydesdales dates back to their historical role as coach dogs. They would run alongside the hitch, acting as companions and protectors. Budweiser adopted this tradition in the 1950s, and the sight of a Dalmatian perched on the wagon has become an inseparable part of the iconic image.
What is the most famous Budweiser horse story commercial?
While many commercials are beloved, the 9/11 tribute ad is often cited as the most powerful and memorable for its respectful and solemn tone. In terms of popular, narrative-driven ads, the “Puppy Love” and “Brotherhood” (which shows the bond between a man and the Clydesdale he raised) commercials are consistently ranked among the all-time fan favorites for their emotional storytelling.
A Legacy of Heart and Hoofbeats
The Budweiser horse story is a masterclass in branding that transcends commerce. It is a narrative built not in a boardroom, but in stables, on parade routes, and in the hearts of the public. These gentle giants are a testament to the idea that the most powerful stories are often the simplest—tales of friendship, heritage, and unwavering strength. They are a beloved piece of Americana, and their enduring legacy continues to be a powerful symbol of tradition in a constantly changing world.
