Bud Light is seeing a continuous drop in sales since it launched a marketing campaign with transgender rights advocate, actress, and TikTok star Dylan Mulvaney.
The beer’s in-store sales plummeted more than 26% in the week ending April 22, up from 17% in the week ending April 15 compared with the same period the year before, according to an analysis of Nielsen IQ data by Bump Williams Consulting. The Connecticut-based firm specializes in the alcoholic beverage industry.
Bump Williams, the CEO of Bump Williams Consulting, said that if the company cannot stop the decline in sales, Bud Light could lose its number one position by the end of 2023 to Modelo Especial.
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In 2022, Anheuser-Busch InBev (NYSE: BUD) sold more than $4.8 billion worth of Bud Light in stores, far outpacing Modelo Especial ($3.75 billion) and Michelob Ultra ($3.3 billion).
According to Williams, Bud Light’s former VP for marketing, Alissa Gordon Heinerscheid, who took over marketing for the brand last year, tried to appeal to a younger, politically progressive market with this campaign. However, Williams said she missed the mark and did not understand who the core Bud Light shopper was.
The controversy has upset both the anti-trans and progressive contingents, leading to criticism from all sides. From the conservatives for working with Mulvaney, and from the liberals, for retreating from the pro-trans statement they made when they enlisted Mulvaney to become one of their many influencers.
The decline in Bud Light sales has led to a negative halo effect impacting other AB InBev brands. Michelob Ultra, one of the fastest-growing brands on the market, has also seen a slowdown in sales.
To stop the slide, Anheuser-Busch needs to work with beer distributors and find a way to entice former consumers back into the fold, Williams said.
“Right now their compass is completely broken. There’s no game plan,” he said.
According to a report from the Wall Street Journal, AB InBev is trying to make amends with its distributors as they are the ones who’ve taken the pain of the backlash, losing millions in sales. The company has pledged that it would increase marketing spend on Bud Light and accelerate the creation of a new set of ads, and offer a case of the beer to every employee of an AB InBev wholesaler.
Prior to the ill-fated campaign with Mulvaney, Bud Light was seeing improvement in its slumping sales from recent ads, like the super bowl spot featuring actor Miles Teller and his wife, Keleigh Sperry Teller.
Information for this story was found via The Wall Street Journal, St. Louis Post-Dispatch, and the sources and companies mentioned. The author has no securities or affiliations related to the organizations discussed. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security. The author holds no licenses.
