An analyst says that if nothing is done to address an informal boycott, the brand runs the risk of losing its status as the most-popular beer in the country.
ST. LOUIS — Sales of Bud Light have been plunging since the company enlisted the help of transgender influencer Dylan Mulvaney in a marketing campaign a month ago.
Bud Light is still the bestselling beer in America by far, said Bump Williams, the founder, president and CEO of the agency that bears his name. In 2022, Anheuser-Busch InBev sold more than $4.8 billion worth of it in stores, he said, far outpacing Modelo Especial and Michelob Ultra . “This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”
“Her big miss was I don’t think she understood who the core Bud Light shopper was. When she came out with her comments, they were deemed as being derogatory, insulting and juvenile. And the Bud Light drinkers said ‘Enough of that,’” Williams said. “I also think that what’s happening now is that anybody that is a Bud Light drinker and switches to Michelob Ultra because they don’t want to be seen holding a Bud Light, someone down the bar is going to say, ‘Hey, buddy, that’s an Anheuser-Busch product you’re holding,’” Williams said.
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