Bud Light sales collapse amid backlash against Dylan Mulvaney campaign


Bud Light’s store sales were down 26% in the last week of April. Dylan Mulvaney, transgender social media personality.

Figures released by Bump Williams Consulting, a firm that specializes in the alcoholic beverage market, show that Bud Light’s sales have been steadily declining throughout April. In the second week of the month he was down 11%, and in the following week he plummeted 21%.

Overall sales are reportedly down 8% for the year now, jeopardizing parent company Anheuser-Busch InBev’s market-leading position.

“I think Modelo Especial risks losing its No. 1 position at the end of 2023,” said Bump Williams, chief of market research firm. st louis post dispatch on monday.

In early April, Bud Light sent decorative beer cans featuring the influencer’s face to Mulvaney as part of a promotion combined with March Madness. The brains behind this plan, which sought to revitalize the brand by “changing the tone”.

“This means doing campaigns that are truly inclusive, lighter, brighter, feel different and appeal to women and men alike. .”

The company defends the partnership as part of a broader campaign to attract new customers.

“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to reliably connect with audiences of different demographics. We occasionally create unique commemorative tins for brand influencers like Dylan Mulvaney. after shipping on monday.

Heinerscheid’s “big mistake was that she didn’t understand who Bud Light’s core shoppers were. When she released her comments, they were derogatory, insulting and It was seen as juvenile.People who drank Bud Light said, ‘Enough is enough,'” Williams said. post dispatch.

The sponsorship deal also irritated many that the company embraced identity politics.

Musician Kid Rock filmed a video of him shooting a bunch of Bud Light cans. “Let me just say a word to you guys. Let’s be as clear and concise as possible,” the singer says before loading the firearm and emptying the entire magazine into three boxes of Bud Light.

Amid the controversy, sales of Bud Light’s competitors, namely Mirror Light and Coors Light, increased, according to marketers.

“Now their compass is completely broken. No game plan,” Williams concluded.

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