Outside the tour center of Anheuser-Busch ’s Fort Collins brewery, a team of eight huge clydesdales pull the iconic red wagon around the parking lot. The gold harnesses catch the sunlight and people eagerly snap pictures with their cell phones.
The Budweiser Clydesdales have been a crowd pleaser since 1933, but a lot has changed since then. Between mergers and acquisitions, including the $103 billion purchase of rival SAB Miller, Anheuser-Busch InBev is a multinational company accounting for about 30 percent of global beer sales.
In the past, beer drinkers only had a handful of options, but now the proliferation of choices has lead to consumers favoring styles over brands. This shift in buying behavior away from brand loyalty is hard to combat for a company like Anheuser-Busch, who have invested millions of dollars in their image.
The world’s biggest brewer has seen its market share slip by 2 percent annually since 2014. To combat the drop, they are investing in ways that smaller brewers can’t.