Bud Light sales plummet due to boycott over pro-trans campaign.
Bud Light Sales Plummet Following Partnership with Transgender Influencer
Conservative Boycott Impacts Sales
According to a recent beer industry report, Bud Light’s retail sales have taken a significant hit following backlash from conservative groups over the brand’s partnership with transgender influencer Dylan Mulvaney. Off-premise sales volumes outside of restaurants and bars fell by an annualized 26.1 percent in the week ended April 22, marking a significant drop from the previous week’s 21.1 percent decline. The boycott has been successful, with media personality Benny Johnson calling it “the most successful in history.”
The Controversial Partnership
Mulvaney, who identifies as a woman, rose to fame for chronicling a transition he dubbed “365 Days of Girlhood.” Bud Light sent Mulvaney a personalized can with his face on it, which he promoted on TikTok, sparking outrage among conservatives who accused the brand of promoting a transgender agenda. Singer Kid Rock even used Bud Light cans as target practice to express his anger at the promotional campaign, while Florida Gov. Ron DeSantis announced he would be boycotting Bud Light.
The Fallout
The campaign involving Mulvaney was the brainchild of Alissa Heinerscheid, vice president of marketing, who has since been placed on leave. Heinerscheid was hired in June 2022 and tasked with revamping Bud Light’s brand image. Following the rollout of the campaign involving Mulvaney, Anheuser-Busch saw its market value plunge over $5 billion. Anheuser-Busch CEO Brendan Whitworth issued a statement addressing the controversy, stating that the company “never intended to be part of a discussion that divides people.”
The Response
Anheuser-Busch later released an ad steeped in patriotic symbolism, including the company’s signature Clydesdale horse mascot trotting by iconic landmarks and people raising the American flag. The ad was met with a critical response by many online users, some of whom framed it as a hypocritical attempt to win back conservatives outraged by the brand’s previous campaign. Anheuser-Busch did not immediately respond to a request for comment on the sales decline.
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