- Bud Light sales fell 26.2% in the week ending April 22 in the United States. It comes after the failure of the brand’s partnership with Dylan Mulvaney.
- Coors Light and Miller Lite, on the other hand, registered an increase in sales.
- The crisis led to the departure of two top marketing executives, and Anheuser-Busch vowed to “spend big” on Bud Light to restore its image.
Bud Light beer sales fell more than a quarter year-over-year in the United States. The impact is directly related to the failure of the brand’s partnership with transgender influencer Dylan Mulvaney.
The company gave Mulvaney personalized cans with his face on them, and with them, Mulvaney did promotion in the first days of April.
However, the agreement was not well received by consumers of the beer, who made their anger known on social media.
With the sales numbers for the first weeks of April in hand, it seems that anger translated into sales as well.
In fact, the crisis determined the departure of two senior marketing executives.
This Monday, May 1, Beer Business Daily reported that the volume of beer sales outside bars and restaurants in the week that ended on April 22, that is, the one that is sold especially in supermarkets and local stores, fell 26, 2 percent relative to the same week in 2022.
In the first week of April, sales had fallen 21.2 percent.
In parallel, competing brands such as Coors Light and Miller Lite, had an increase in sales.
Year-to-date, Bud Light sales volume is down 8%.
What do you think?
Bud Light loses $4 billion for sponsoring Dylan Mulvaney, a transgender character. The marketing campaign manager went on break. pic.twitter.com/1fA4KFIGpt— PacoZeaCom (@PacoZeaCom) May 1, 2023
Impact of Bud Light’s deal with Dylan Mulvaney
“We have never seen such a dramatic change in market share in such a short time,” says the report from Beer Business Daily.
He full report on Bud Light sales.
It is that while the sales of Bud Light fell, those of Coors Light increased by 13% and those of Miller Lite, 13.5%.
Last week, top executives from parent company Anheuser-Busch held a meeting with distributors where they laid out their plan to get out of trouble and vowed to “spend big” on Bud Light to save face, according to Daily Mail.
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