Anheuser-Busch hopes to win back angry customer base with free cases of Bud Light
Anheuser-Busch is hoping some free Bud Light beer will ease frustrations from distributors following the fallout of its promotional partnership with transgender influencer Dylan Mulvaney.
Bud Light’s overall sales for the week of April 17 dropped 26.1% from what they were last year at this time, following a 21% drop the week prior and an 11% decrease the week before that.
DYLAN MULVANEY ADDRESSES CRITICS: ‘DEHUMANIZATION HAS NEVER FIXED ANYTHING’
In response, Anheuser-Busch announced that it plans to gift a case of Bud Light to all employees who work with the company’s wholesale distributors, according to a report.
Last week, the beer company promised its distributors it was preparing to “spend heavily on the brand after spending fell off a cliff last year.” The promise reportedly came during a closed-door executive meeting in Washington, D.C., and the company added that the marketing push would begin last week.
Mulvaney, a biological man who identifies as a woman, took to Instagram on April 1 and posted a video displaying cans of Bud Light featuring the influencer’s face.
Since then, conservative celebrities have spoken out against business partnerships with Mulvaney. Travis Tritt announced he was dropping all Anheuser-Busch products from his tour, Kid Rock shot a few cases of Bud Light, and John Rich asked fans about which beer should replace Bud Light at his bar.
Mulvaney has also partnered with Nike and Maybelline, creating additional firestorms of criticism and calls to boycott.
In response to the criticism, Mulvaney said in a TikTok video post that the influencer is unable to understand “the need to dehumanize and to be cruel.”
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“I just, I don’t think that’s right,” Mulvaney added. “Dehumanization has never fixed anything in history, ever.”
While Bud Light’s sales have plummeted, competitors Coors Light and Miller Lite have seen nearly an 18% increase, according to reported Nielsen data.
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