Who knows what Bud Light was thinking when the company had transgender social media influencer Dylan Mulvaney promote the beer? Whatever it was, many former Bud Light fans proved they were anything but on board with the marketing partnership.
The beer from the Anheuser-Busch family is paying the piper as it suffers the consequences of its woke decision. Spending money to send Dylan some cans with his face on them backfired in a way that reminded them they’re at risk of losing their #1 spot in the industry. Now, they’re desperately trying to avoid serious losses in sales.
During the week ended April 22 — the most recent industry data available — Bud Light sales plunged 21% vs. a year ago, accelerating from a 17% slide a week earlier and an initial weekly drop of 6% when the controversy kicked off during the first week of April, according to Nielsen IQ and Bump Williams Consulting.
Meanwhile, beer volumes — the number of cases sold, whether in packs of 12, 18 or 24 cans — dropped an even steeper 26% last week, versus a 21% drop a week earlier and an initial drop of 11%, according to the data.
So, Bud Light, do you still think your woke move was a success? It sure looks like a giant trainwreck to me. But when you’re jumping on the liberal bandwagon and assuming your campaign will work, and then it doesn’t, you can claim “oops” and try to make amends.
Feels like a downward spiral, doesn’t it? That’s because it is, especially when they are under threat of losing their #1 spot in the industry. Good on conservatives for putting the hurt on.
It’s fitting that Bud’s former fans are now knocking them off their pedestal. Americans prove that they can indeed vote with their wallet and put their money where their mouth is. Because we have a free market, consumers can exercise their choice to support a brand or not. That’s a beautiful thing.
Even better, they won’t drink the beer even if it’s free, as the company frantically tries to gain back support. And why should they, when there are so many other beers to choose from? There is even “anti-woke” beer according to Newsweek, to reassure conservatives that they are one company definitely not selling out to liberal politics.
Regardless of how much money Bud Light throws into new ads and how many free cases it gives away, they will need a whole lot more to win their fans back. Americans just want to enjoy their beer, not have the image of a man who believes he’s a woman on it. The least they could do is offer a public apology. Otherwise, we’ll have to wait and see if they can climb out of the hole they dug themselves.
- Bud Light may lose their #1 spot after their recent Dylan Mulvaney marketing partnership flop.
- Their sales first went down 11% the first week of April, then 21% during the week of April 22, and beer volumes dropped by 26% last week.
- Conservatives are refusing to drink it, even if it’s free, as the company tries to make amends with free giveaways and new ads.