Molson Coors CEO: Bud Light’s Loss of Market Share is a “Permanent Shift”
In a bold statement, Molson Coors CEO Gavin Hattersley declared that Bud Light’s decline in market share, in favor of rival brands Coors Light and Miller Lite, represents a “permanent shift” in the American beer market.
The backlash to Bud Light’s marketing partnership with transgender influencer Dylan Mulvaney has significantly boosted sales of Coors Light and Miller Lite.
Mulvaney, a man who identifies as a woman, caused controversy when he showcased a personalized Bud Light beer can featuring his likeness on social media. This sparked conservative backlash and calls for a boycott.
Since Mulvaney’s controversial reveal of the personalized beer can, Bud Light sales have plummeted.
Transgender influencer Dylan Mulvaney accepts an award onstage during the 2023 Streamy Awards at Fairmont Century Plaza in Los Angeles on Aug. 27, 2023. (Kevin Winter/Getty Images)
In the second quarter of 2023, Coors Light and Miller Lite outsold Bud Light by 50 percent, according to Molson Coors’ report. The negative trend for Bud Light shows no signs of stopping, with industry analysts predicting a continued decline.
Molson Coors CEO Gavin Hattersley has joined the chorus of voices predicting no recovery for Bud Light.
“We’re now more than six months into it and we feel very confident based on all the data we’ve seen that this is a permanent shift,” said Hattersley.
In 2022, Bud Light was the top-selling brand, surpassing both Coors Light and Miller Lite combined. However, by the second quarter of 2023, the combined sales of the two rival brands were 50 percent higher than Bud Light.
Furthermore, sales of Bud Light have seen a significant decline of about 27 percent year over year, according to Bump Williams Consulting.
The Epoch Times reached out to Bud Light parent company Anheuser-Busch for comment on Hattersley’s remarks but received no response at the time of publication.
Beer industry experts, wholesalers, and a former Anheuser-Busch executive have revealed that major retailers such as 7-Eleven, QuikTrip, and Walmart might reduce Bud Light’s refrigerator space in stores.
“If you don’t have the beer available cold on the shelf during a busy shopping period, consumers will choose something else,” warned former Anheuser-Busch InBev executive Anson Frericks. He emphasized that shelf space is a crucial factor in sales and predicted a “dramatic shift” for Bud Light.
Dave Williams, vice president of analytics and insights at Bump Williams Consulting, explained that retailers often allocate shelf space based on sales figures.
“There’s explosive growth on one side and sharp decline on the other,” said Williams. “If Bud Light loses shelf space, it could be a long-term struggle for them to regain their position, if they ever can.”
According to a drinks market analysis, approximately 80 percent of beer sales occur at retail stores, while the remaining 20 percent take place at restaurants and bars.
The Backlash
In early April, Mulvaney, who boasts over 10 million followers on TikTok, posted videos promoting Bud Light and showcasing the personalized can.
“This month, I celebrated my day 365 of womanhood, and Bud Light sent me possibly the best gift ever—a can with my face on it,” Mulvaney announced in a video on April Fools’ Day.
Conservatives accused Bud Light of promoting a transgender agenda and called for a boycott.
Singer Kid Rock expressed his anger at the promotional campaign by using Bud Light cans for target practice, while Florida Gov. Ron DeSantis announced his boycott of Bud Light.
Kid Rock during the NASCAR Cup Series 64th Annual Daytona 500 at Daytona International Speedway in Daytona Beach, Fla., on Feb. 20, 2022. (Mike Ehrmann/Getty Images)
Even former President Donald Trump weighed in on the controversy, stating that boycotts can be an effective way to send a message to brands pushing a leftist agenda.
“It’s time to beat the Radical Left at their own game,” President Trump wrote on Truth Social. ”Money does talk—Anheuser-Busch now understands that.”
As a result of the boycott, Anheuser-Busch InBev has suffered billions of dollars in revenue losses.
Furthermore, Bud Light has been dethroned as the top-selling brand in the United States, with competitor Modelo taking its place.
Jack Phillips contributed to this report.
What were the sales figures for Bud Light compared to Coors Light and Miller Lite in the second quarter of 2023?
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The controversy surrounding Dylan Mulvaney’s partnership with Bud Light has undoubtedly had a significant impact on the brand. Mulvaney’s promotion of a personalized beer can featuring his likeness drew backlash from conservative consumers, leading to calls for a boycott of the brand. As a result, Bud Light’s sales have plummeted.
According to a report from Molson Coors, Bud Light was outsold by both Coors Light and Miller Lite by a margin of 50 percent in the second quarter of 2023. This negative trend shows no signs of stopping, with industry analysts predicting a continued decline for Bud Light.
Molson Coors CEO Gavin Hattersley has joined the chorus of voices predicting no recovery for Bud Light. In a bold statement, Hattersley declared that the decline in market share for Bud
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