If there’s one thing Gen Xers remember better than their younger counterparts, it’s the prevalence of popular commercials.
From Taco Bell’s famous “Drop the Chalupa” to Chili’s unforgettable “baby back ribs” jingle that always managed to get stuck in your head, advertising went a long way back when more people actually watched TV live, as opposed to getting their content through streaming or being able to fast forward through it.
But there’s perhaps no more famous a commercial than Anheuser‑Busch’s classic “Whassup?” campaign, launched in 1999.
Ask anyone over the age of 40, and they’ll tell you they probably can’t even look at a Budweiser without invoking that annoying yet hilarious catchphrase.
And that’s not the only commercial Anheuser‑Busch is famous for.
Budweiser’s Clydesdale ads have been a Super Bowl mainstay for as long as many of us can remember. And who can forget those adorable croaking Budweiser frogs?
But while nostalgia may be working in Anheuser‑Busch’s favor, it’s hard to overlook the fact that the company has been facing some challenges.
And while Anheuser‑Busch is certainly not contemplating bankruptcy at this stage, it’s seriously rethinking operations as demand for its core product declines.
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Anheuser-Busch’s iconic N.J. brewery to close after 75 years
For roughly 75 years, Anheuser-Busch’s brewery in Newark, N.J., has been a fixture of the city. Now, the company says the famous brewery will close in early 2026 after being sold.
That’s not the only location slated for closure. Anheuser-Busch’s breweries in Fairfield, California, and Merrimack, New Hampshire, have also landed on the chopping block.
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The company said 475 employees across all three breweries will be offered jobs at other facilities, along with relocation packages. Those who don’t want to move will be offered severance.
“We will be shifting production from these three facilities to our other U.S. facilities and these changes will enable us to invest even more in our remaining operations and in our portfolio of growing, industry-leading brands,” Anheuser-Busch said, as reported by NJ.com.
The Newark facility is being sold to the Goodman Group, which “plans to repurpose the site for industrial manufacturing and logistics uses.”
Many of Anheuser-Busch’s most popular brands are brewed at the Newark facility, including:
- Budweiser
- Bud Light
- Busch
- Busch Light
- Natural Light
- Rolling Rock
Newark Mayor Ras J. Baraka said he was sad to learn of the news.
“I am sorry to see Budweiser leave our city after having called Newark home since 1951 and [being] part of so many families’ history here,” Baraka said in a statement. “But I’m glad to know that the brewery intends to take care of the employees by helping them relocate and retrain, or take a severance package.”
Anheuser-Busch brewery closures come amid industry struggles
Anheuser-Busch says its brewery closures do not reflect a downsizing on the company’s part.
But still, the news comes only two years after NBC News reported the company conducted a round of corporate layoffs following an ad campaign gone wrong. And the fact of the matter is Anheuser-Busch, like many of its counterparts, is feeling the impact of changing alcohol consumption patterns among consumers.
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Sales figures for Anheuser-Busch over the past year have been on the decline. The company’s U.S. revenue was down 1.2% in the first nine months of 2025, according to JustDrinks. Sales to retailers fell 3.1%, while sales to wholesalers dropped 3%.
In 2024, the company reported a 2% decline in U.S. revenue, with sales to retailers decreasing 5% and sales to wholesalers falling 3.9%.
Falling sales have not been limited to Anheuser-Busch. Overall beer volumes in the U.S. dropped by 3% in 2024, according to data from IWSR cited by Vinetur.
On a whole, U.S. beer production and imports were down 1% in 2024, while craft brewer volume sales fell by 4%, according to the Brewers Association.
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As more consumers reevaluate their alcohol habits and cut back, even giants like Anheuser-Busch will have to get increasingly creative to keep sales numbers up. That may mean introducing lower-alcohol or lower-calorie products to adapt to consumers’ broad push toward healthier drinking.
Either that, or come up with an even better commercial and hope that enough people manage to actually watch it.
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