--- description: The King of Beers isn't America's reigning beer anymore — at least among millennials. title: Almost Half of Millennials Have Never Drank a Budweiser image: https://static.time.com/v3/assets/bltea6093859af6183b/blt67f539a1364a3140/69876a9535ba6f71a4c0585d/budweiser-jay-z-young-millennial-commercials-ad.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [food and drink](/tag/food-and-drink/) ## food and drink Update your preferences in [Account Settings](/account/preferences/) Close # Almost Half of Millennials Have Never Drank a Budweiser  by [Jack Linshi](/author/jack-linshi/)  ## Jack Linshi Update your preferences in [Account Settings](/account/preferences/) Close Nov 24, 2014 7:25 PM CUT  United States, New York, New York, Beer USA. New York. United States, New York, New York, Beer USA. New York.Fred de Noyelle—Getty Images/Photononstop RM  by [Jack Linshi](/author/jack-linshi/)  ## Jack Linshi Update your preferences in [Account Settings](/account/preferences/) Close Nov 24, 2014 7:25 PM CUT The King of Beers isn’t America’s reigning beer anymore — at least among millennials. The flagship Budweiser beer remains popular mostly among older folks, and its parent company, Anheuser-Busch InBev, is refocusing its marketing specifically on the millennial age bracket, the Wall Street _Journal_ [reports](http://online.wsj.com/articles/budweiser-ditches-the-clydesdales-for-jay-z-1416784086?mod=WSJ%5Fhpp%5FMIDDLENexttoWhatsNewsFifth "undefined"). While Budweiser has been known for its traditional [Clydesdales commercials](https://www.youtube.com/watch?v=tTbLBL2P6YA "undefined") and other touching [animal-focused ads](https://www.youtube.com/watch?v=uQB7QRyF4p4 "undefined"), this season the company will roll out commercials featuring people in their 20’s speaking directly to a camera about who they’d like to “grab a Bud with” this holiday season. The new millennial-focused marketing will also include parties in college towns featuring Jay-Z, who partnered with Budweiser for the annual Budweiser Made in America music festival in 2012. Budweiser faces tough competition among craft beers when attracting the 21-t0-27 age demographic, 44% of whom haven’t tasted the beer, according to AB InBev. Budweiser’s own sister beers, like Bud Light and Bud Light Lime-a-Rita, have also contributed to the flagship beer’s production to drop by over half over the last 10 years. \[[Wall Street _Journal_](http://online.wsj.com/articles/budweiser-ditches-the-clydesdales-for-jay-z-1416784086?mod=WSJ%5Fhpp%5FMIDDLENexttoWhatsNewsFifth "undefined")\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3602750/budweiser-ad-millennial/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3602750/budweiser-ad-millennial/"},"headline":"Almost Half of Millennials Have Never Drank a Budweiser","datePublished":"2014-11-24T19:25:53.000Z","dateModified":"2026-02-22T02:20:00.637Z","description":"The company is going on a full-court PR press to get more young drinkers","url":"https://time.com/3602750/budweiser-ad-millennial/","keywords":["food and drink","Companies"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt67f539a1364a3140/69876a9535ba6f71a4c0585d/budweiser-jay-z-young-millennial-commercials-ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Jack Linshi","jobTitle":null,"url":"https://time.com/author/jack-linshi/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt67f539a1364a3140/69876a9535ba6f71a4c0585d/budweiser-jay-z-young-millennial-commercials-ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Budweiser","caption":"Budweiser","creditText":"Fred de Noyelle—Getty Images/Photononstop RM","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/food-and-drink/","name":"food and drink"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3602750/budweiser-ad-millennial/","name":"Almost Half of Millennials Have Never Drank a Budweiser"}}]}] ```