In an era when the horse was an indispensable resource, choosing it as an emblem undoubtedly helped increase the popularity of Black Horse beer. But the combustion engine was gradually replacing animal traction in everyday work. After World War II, horses finally gave way to cars and trucks for farming and transport, and their public appeal faded along with them.
Draft horses are not emblematic of modern life. Some of the values that Dawes Black Horse Brewery associated with its Percherons – hard work, robustness – are no longer prized. Conversely, the freedom of the Mustang’s wild stallion is still a desired quality.
Other Beer, Other Horses
In 1933, to celebrate the repeal of Prohibition in the United States, Budweiser Brewery bought Clydesdale draft horses to use in parades and for deliveries. The horses quickly came to symbolize the brand and, in the company’s words, “America’s great industrial spirit.” Today, Anheuser-Busch owns about 250 bay-coat (reddish-brown) Clydesdales, which appear in parades, at sports events and festivals, and in numerous TV commercials. The stables are open to the public, just as the Black Horse stables were. In other words, the methods are basically the same as those developed by Dawes Brewery to make its horses living, breathing ads. However, Budweiser has never run a stud service to encourage the breeding of Clydesdales by farmers or ranchers.