Bud Light Sales Down 17% After Dylan Mulvaney Partnership

Bud Light’s sales have taken a nosedive, dropping a whopping 17% since partnering with trans-identifying influencer, Dylan Mulvaney. According to NielsenIQ and Bump Williams Consulting, Bud Light sales fell 21% in volume and 17% in dollars in the week ending April 15. These numbers are staggering, and it’s a tough pill to swallow for Anheuser Busch, the Bud Light brand, and AB distributors, according to Insights Express, a beer-focused newsletter.

Mulvaney, who identifies as a woman, posted a video to his 1.8 million Instagram followers on April 1, promoting his partnership with Bud Light. The video sparked immediate backlash from conservatives, with many calling for a boycott of Bud Light. Country music star and rapper Kid Rock even shot several boxes of Bud Light in an Instagram video, saying, “F*** Bud Light and f*** Anheuser-Busch.”

As a result of the backlash, Anheuser-Busch announced that the marketing executives behind the Mulvaney partnership, Alissa Heinerscheid and her boss, Daniel Blake, are taking leaves of absences. Meanwhile, other beer brands like Coors Light and Miller Lite are benefiting from Bud Light’s sales slump, with both brands up 18%, according to Insights Express.

Anheuser-Busch is set to meet with distributors in Washington, D.C. on Tuesday to discuss a plan to stem the negative attention and sales trends. While the company initially defended its partnership with Mulvaney, it now says the commemorative can with Mulvaney’s face on it was a gift to celebrate a personal milestone and is not for sale to the general public.

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