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The clicking sound of their hooves down Colorado Boulevard has become somewhat of a staple at the Pasadena Rose Parade. But for the first time in 58 years, Anheuser-Busch’s team of Clydesdales will not be a part of the parade, a company spokesperson told the Pasadena Star News.
“We’ve truly enjoyed being a part of the Rose Parade, and appreciate the great work on our floats over the years,” said Anheuser-Busch Vice President Rob McCarthy.
The decision, which was made in May, was reportedly based on the company’s effort to reach new consumers.
“We’ve decided to invest in other types of events that create a more direct connection with beer drinkers, and where we can discuss and sample the Budweiser brand," McCarthy said.
The brewer told the paper that there were no immediate plans to return to the parade in the future.
Besides Anheuser-Busch, several Los Angeles-area cities, including West Covina and Beverly Hills, have abandoned the Rose Parade, the paper reported.
The 2012 Rose Parade, which is themed “Just Imagine,” will take place on January 2 with 41 floats participating.