The NFL’s annual Super Bowl is the biggest television and marketing event in North America every year. Among the many popular icons associated with America’s most famous sporting tradition is the beloved Budweiser Clydesdales hitch team.
These legendary draft horses have a fascinating history, and their training and the high standards upheld for them have long represented American work ethic and prosperity. Read on to learn more about how the Budweiser Clydesdales came to be, and their continued role in modern American equestrian culture.
History of the Budweiser Clydesdales
The Budweiser brand and Clydesdale horses have been linked in American history since the 19th century. The parent company of Budweiser, Anheuser-Busch, was founded around the same time Clydesdales were first imported to North America in the 1840s and 1850s.
When Prohibition ended in the early 1930s, Anheuser-Busch introduced the first Budweiser Clydesdale hitch team to celebrate the return of legal beer.
The Clydesdale Breed
Clydesdales are a heavy draft-horse breed that originated near the River Clyde in Lanarkshire, Scotland. These gentle giants are tall and well-muscled, standing 17 to 18 hands high and weighing up to 2,000 lb (910 kg).
The Clydesdale’s most notable characteristics are its long leg feathers, attractive head, and high leg action. Clydesdales typically have a bay or black coat color with prominent white markings, especially on their heads and legs.
Clydesdales were commonly used for agricultural and industrial work because of their size and impressive pulling abilities. The breed is characteristically known for being easy to train, social, and docile despite their massive size.
In 1879, the American Clydesdale Horse Association was formed, which was later succeeded by the Clydesdale Breeders of the United States. [1]
Anheuser-Busch & the Budweiser Clydesdales
Anheuser-Busch was founded in 1852 by George Schneider as The Bavarian Brewery. After facing financial difficulties, the brewery was acquired by Eberhard Anheuser in 1860. Adolphus Busch, a German immigrant who arrived in the United States in 1857, married Eberhard’s daughter, Lilly Anheuser, in 1861. [2]
Following his service in the Union Army during the Civil War, Busch joined his father-in-law’s brewery and began building the brand that would become Anheuser-Busch. [2]
Adolphus Busch and Lilly Anheuser’s son, August Anheuser Busch, Sr., became the president of Anheuser-Busch in 1913 after his father’s passing. [2]
In the spring of 1933, August Busch Sr. received a hitch team of six Clydesdales from his two sons. The Clydesdales were purchased from Patrick Shea, who owned Shea’s Brewery in Winnipeg, Canada. [3]
This notable gesture commemorated the end of Prohibition, marking the return of Anheuser-Busch beer to the American public. Since then, Budweiser has become a household name, famously renowned as “the king of beers.” [3]
Busch Sr. quickly realized his gifted horse-drawn beer wagon had powerful marketing potential. He sent a second six-horse Clydesdale team to New York City, where they attracted the attention of thousands of spectators as they made their way to the iconic Empire State Building. There, they presented a case of beer to New York Governor Alfred E. Smith as a thank you for his role in ending Prohibition. [3]
The Budweiser Clydesdale hitch team continued traveling to the Mid-Atlantic states and New England, winning the hearts of thousands of spectators along the way. They eventually made their way to Washington D.C. in April of 1933 to deliver one the first cases of Budweiser to President Franklin D. Roosevelt. [3]
Shortly after the Budweiser Clydesdales became an icon for the brand, they increased the hitch team size to eight and added a Dalmatian dog. Dalmatians are coach dogs, bred specifically as companions and signal dogs to keep pulling horses safe and calm in their travels. Since 1950, a Dalmatian dog has always travelled with the Budweiser Clydesdale hitch teams. [3]
Today, some of the Budweiser hitch teams are ten horses strong, making a grand spectacle as they travel across America. [3]
The Budweiser Clydesdales: A Timeless Icon
Since their debut in the early 1900s, the Budweiser Clydesdales have become a lasting symbol of tradition for Anheuser-Busch. Celebrating their 90th anniversary in 2023, these majestic horses have been a key part of Budweiser’s marketing, making appearances at parades, festivals, major sporting events, and Super Bowl commercials since 1986.
Memorable Campaigns
Budweiser Clydesdale commercials are known for their emotional appeal and storytelling. Notable campaigns include:
- The Clydesdales Play Football (1996): A humorous ad featuring horses playing football.
- The Clydesdales Play Fetch (2009): A lighthearted moment where a Clydesdale tries to play fetch like a Dalmatian.
- American Dream (2006): A heartwarming story of a young foal proving itself with the support of adult Clydesdales.
Training & Care
A dedicated team ensures the Clydesdales receive top-tier training, nutrition, and veterinary care. Each horse consumes up to 60 pounds of hay and 30 gallons of water daily. They travel across the country in custom trailers, with hitch drivers undergoing extensive training to handle the powerful team.
Becoming a Budweiser Clydesdale
To qualify, a Clydesdale must be a bay gelding with specific physical traits, including four white stockings, a white blaze, and a minimum height of 18 hands. Training begins at a young age, with foals attending “prep school” before advancing to hitch training.
Public Appearances & Legacy
The Budweiser Clydesdales reside at the Anheuser-Busch brewery in St. Louis and the Warm Springs Ranch breeding facility. They continue to tour the country, captivating audiences at events and through their iconic Super Bowl commercials.
More than just a marketing symbol, the Budweiser Clydesdales represent tradition, excellence, and the enduring spirit of American culture.
