The classic Budweiser Christmas adverts with the melodic humming and galloping horses are to be phased out, with the American brewer putting the horses out to pasture in order to appeal to younger audiences. Budweiser will now use music stars like Jay-Z to market its beer.

The Clydesdale horses have been synonymous with Budweiser since 1933, but now the new marketing strategy will hope to counterbalance 20 years of declining beer sales in the US. The Wall Street Journal reports that America's former favourite beer is now failing to make an impact on younger demographics, and that 40 percent of 21-27 year-olds have never even tried it. 

The iconic horse commercials have been a Christmas staple for years, and remain a success in the US. But now Budweiser is planning to partner with music festivals and create YouTube adverts instead in order to reach a younger audience. A company spokesman said the horses won't be sent to the glue factory just yet, telling the Huffington Post: "Budweiser Clydesdales will, in fact, be featured in next year’s Super Bowl advertising and are also a part of upcoming holiday responsible drinking advertising."