Anheuser-Busch’s US Marketing Chief to Step Down After Dylan Mulvaney Fiasco.
Anheuser-Busch’s Marketing Chief to Resign After Sales Disaster
Anheuser-Busch’s U.S. marketing chief, Benoit Garbe, will be stepping down at the end of the year following the beer company’s disastrous sales performance. This decline in sales came after a marketing campaign featuring trans-identifying male influencer Dylan Mulvaney.
Garbe, who has been responsible for overseeing the company’s U.S. portfolio of beers, canned cocktails, and non-alcoholic beverages since 2021, will be leaving to pursue new opportunities in his career, according to a statement from Anheuser-Busch.
“This week, we announced significant changes to our U.S. leadership team, streamlining our organization and empowering our top commercial leaders to drive our business forward,” said Anheuser-Busch CEO Brendan Whitworth.
Anheuser-Busch’s marketing chief to finally exit after Bud Light’s Dylan Mulvaney fiasco https://t.co/rmDenTZCd5 pic.twitter.com/kYxRr3KUJ9
— New York Post (@nypost) November 16, 2023
“These changes in senior leadership will accelerate our growth and allow us to focus on what we do best – brewing exceptional beer for everyone and creating memorable moments,” Whitworth added.
Kyle Norrington, Anheuser-Busch’s U.S. Chief Commercial Officer, will assume Garbe’s responsibilities in the new year, as reported by CNN.
Garbe’s departure follows the earlier exits of Alissa Heinerscheid, Bud Light’s marketing VP, and Daniel Blake, group VP of Anheuser-Busch’s mainstream portfolio. Both individuals were placed on leave after the controversy surrounding the Mulvaney campaign erupted.
Earlier this year, Bud Light partnered with Mulvaney, a trans-identifying activist, to promote their beer. However, this collaboration sparked a significant backlash against both Mulvaney and the brand, leading to a widespread boycott and a sharp decline in sales. As a result, Bud Light lost its long-held position as the top-selling beer in America.
Mulvaney recently expressed his frustration with the negative response he received and suggested that companies should form genuine partnerships with trans-identified spokespersons instead of engaging in superficial marketing efforts. He emphasized the importance of supporting these individuals when faced with challenges.
Related: WaPo Desperately Tries To Spin Bud Light’s Massive Plummet In Sales
How did the controversial marketing campaign featuring Dylan Mulvaney impact the perception of Anheuser-Busch’s brand?
=”lang:en” dir=”ltr”>”While we appreciate Benoit’s contributions during his time with us, we believe that it is in the best interest of the company to make a change in leadership to address the challenges we are facing,” Whitworth added.
The sales disaster that prompted Garbe’s resignation comes as a result of the controversial marketing campaign featuring Dylan Mulvaney, a trans-identifying male influencer. The campaign, which was aimed at attracting a younger, more diverse consumer base, backfired and resulted in a significant decline in sales.
While Anheuser-Busch initially received praise for its inclusivity efforts, the company later faced backlash from customers who felt that the campaign was inappropriate and divisive. Many consumers expressed frustration and disappointment with the company’s decision to prioritize inclusivity over the quality and taste of its products.
The marketing campaign featured Mulvaney in various advertisements and social media promotions, highlighting his journey as a trans individual and his love for Anheuser-Busch’s products. However, instead of resonating with consumers, the campaign seemed to alienate a significant portion of the company’s target audience, leading to a decline in sales.
Garbe’s resignation is seen as a necessary step for Anheuser-Busch to address the challenges it is currently facing and regain consumer trust. With his departure, the company hopes to rebuild its brand image and refocus its marketing efforts on delivering high-quality products to its customers.
Anheuser-Busch’s CEO, Brendan Whitworth, emphasized the company’s commitment to learning from the sales disaster and making necessary changes to prevent similar issues in the future. “We understand that our success is dependent on listening to our consumers and adapting to their needs and preferences. We will be conducting a thorough review of our marketing strategies to ensure that they align with our customers’ expectations,” Whitworth stated.
It remains to be seen how Anheuser-Busch will recover from this sales disaster and rebuild its brand reputation. The company will need to carefully assess its marketing approach and consider the preferences and sensitivities of its target audience moving forward.
As for Garbe, he expressed gratitude for his time at Anheuser-Busch and the opportunities he had to contribute to the company. “I am proud of the work I have done at Anheuser-Busch and the team I have had the privilege of working with. I am confident that the company will overcome this setback and continue to thrive in the future,” Garbe said.
Anheuser-Busch’s search for a new marketing chief is currently underway, and the company hopes to find a leader who will guide its marketing efforts towards success.
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