Bud Light suffered one of the most humiliating rebukes a brand could experience.
It all traces back to executives thinking it was a good idea to get political.
And Bud Light went woke and paid a massive price that no one saw coming.
Executives at Anheuser-Busch – the parent company of Bud Light – knew they had a problem attracting new consumers under the age of 30.
Younger Americans preferred craft beers which they can purchase from their local microbrewery.
To appeal to this cohort, the Anheuser-Busch marketing team hatched a harebrained plot to sign a sponsorship deal with transgender social media influencer Dylan Mulvaney.
The plan was to use Mulvaney’s 10 million TikTok followers to promote Bud Light to young Americans who live in big cities and pride themselves on being woke.
But it backfired instantaneously as executives forgot their customer base was rural Americans in red states who view pushing transgenderism on kids as one of the most dangerous trends in society.
A video of music superstar Kid Rock blowing up a case of Bud Light with his AR-15 went viral and the boycott exploded into the first successful flex by conservatives of their financial muscle.
Bud Light lost so much money in the boycott that it caused overall beer sales to plummet to their lowest levels since before the millennium.
“Sales declined by more than 5% in the first nine months of the year, dragged down not only by the backlash and boycotts against Anheuser-Busch-owned Bud Light but the changing habits of younger drinkers, according to Beer Marketer’s Insights,” the New York Post exclusively reported.
“Bud Light sales have steadily declined each month by 25% to 30% since Mulvaney’s now-infamous posts touting the brand on April 1, according to industry data,” the Post report continued.
Other beer brands like Modelo and Molson saw an increase, but it wasn’t enough to offset the drop in demand for Bud Light.
“Anheuser-Busch-owned brands, which include Budweiser, Michelob Ultra and Busch, have also been hurt by the boycotts and represent 35% of all beer shipments to wholesalers in the US. Meanwhile, Molson Coors’ and Constellations’ growth accounted for just 30% of Anheuser-Busch’s losses, according to Steinmann,” the Post added.
Despite this financial catastrophe, Anheuser-Busch executives refuse to apologize as they are likely in fear of a revolt by woke employees who view giving one inch in the culture as the equivalent of surrendering to Nazi Germany.
But by not apologizing and promising to stay out of politics Bud Light prolonged the boycott which is hurting not just the company, but the beer industry as a whole.
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