AB InBev Kicks Off the Holidays with the Budweiser Clydesdales, New Beers
*By Chloe Aiello*
Phoenix the Clydesdale stood outside the New York Stock Exchange on Thursday to celebrate the NYSE Christmas Tree lighting ceremony. In less than one week, he'll join a rig of seven others to deliver Budweiser to the thirsty denizens of New York.
"You feel the Christmas holiday spirit all around you. We have the Clydesdales here, which of course are an icon of the holidays," Anheuser-Busch InBev's Ricardo Marques told Cheddar on Thursday. "We will be delivering beer, Budweiser of course, all across New York City next week."
It's a tradition that dates back to Prohibition and signifies the official kick-off of the holiday season for Budweiser parent company Anheuser-Busch InBev. The horses were originally a gift to August Busch Sr. after the repeal of Prohibition.
This year is extra special, as it marks the 85th anniversary of Prohibition's end. In honor of the occasion, AB InBev teamed up with Jim Beam on a Jim Beam barrel-aged Budweiser Copper Lager, part of its Reserve Collection.
Marques said the beer has already become a top share gainer within the past four weeks.
"People that are aware of the innovations we have been launching with the Reserve franchise have a better opinion of the Budweiser brands. So it is helping us elevate the Budweiser brand and also gain share in this very important time of the year," said Marques, who serves as group vice president of marketing core and value brands at AB InBev.
The Jim Beam collaboration is just AB InBev's latest attempt to diversify its branding and offerings to reach broader audiences at the high and low end. AB InBev has also been reaching into alcohol-free beverages as it fights to accommodate rapidly shifting consumer preferences.
For full interview [click here](https://cheddar.com/videos/clydesdales-remain-budweiser-brand-holiday-icon).
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