A popular LGBTQ -owned bar in Chicago’s Northalsted neighborhood has announced plans to boycott Anheuser-Busch beer following a controversial marketing campaign surrounding transgender influencer Dylan Mulvaney.
But others — including Heinerscheid herself — say reaching out to younger and more diverse consumers is crucial. According to a 2021 Gallup poll, 21% of people in Generation Z identify as lesbian, gay, bisexual or transgender, compared to 3% of Baby Boomers. Gallup has also found that younger consumers are the most likely to want brands to promote diversity and take a stand on social issues.
“I had a really clear job to do when I took over Bud Light. And it was, this brand is in decline. It’s been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” Heinerscheid said last month in an episode of Apple’s “Make Yourself at Home” podcast.
Anheuser-Busch has long supported the LGBTQ+ community, partnering with advocacy groups and donating more than $13 million over 20 years to organizations committed to LGBTQ+ equality. Bud Light has also released rainbow-colored aluminum bottles during June Pride Month and donated $1 for every case sold to the advocacy group GLAAD.
Anheuser-Busch CEO Brendan Whitworth issued a statement on April 14, but it didn’t specifically mention the controversy.This article tagged under:
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