Bud’s iconic Clydesdales put out to pasture as Jay-Z steps in

Fortune

Budweiser is ditching Clydesdale horses in favor of Jay-Z.

The self-styled King of Beers is reportedly reworking its marketing campaign in a bid to remain relevant as craft beers capture the attention of drinkers.

The company is looking to stem the falling sales of its title offering — and is turning to younger drinkers for its best chance, banking on a new advertising campaign to bring that strategy to the market, The Wall Street Journal reports.

The new commercials that focus exclusively on the 20-something age bracket this holiday season. A new ad campaign will feature young drinkers answering the question: “If you could grab a bud with any of your friends these holidays, who would it be?”

That will lead the way for the brand’s bigger marketing push, which includes food festivals and a two-day concert in partnership with Jay Z in Philadelphia that was started in 2012.

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