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.
While Budweiser has been known for its traditional Clydesdales commercials and other touching animal-focused ads, 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.