Anheuser-Busch lays off hundreds due to the Mulvaney Effect.
Anheuser-Busch InBev Faces Layoffs After Controversial Marketing Campaign
Anheuser-Busch InBev, the brewing giant behind Bud Light, is experiencing a significant decline in sales following a controversial marketing campaign featuring trans influencer Dylan Mulvaney. The campaign struck a nerve among conservatives, leading to a plummet in sales and the subsequent layoff of hundreds of employees.
Company Restructuring and Layoffs
Anheuser-Busch InBev has acknowledged that approximately 380 workers, which accounts for 2% of their 19,000 employees across all corporate functions, will be let go. The decline in Bud Light’s U.S. sales, which nose-dived by 26.5% in the month ending July 15, has prompted the company to make these difficult decisions.
CEO Brendan Whitworth emphasized the importance of ensuring the organization’s long-term success while expressing regret over the layoffs. He stated, “While we never take these decisions lightly, we want to ensure that our organization continues to be set for future long-term success. These corporate structure changes will enable our teams to focus on what we do best — brewing great beer for everyone.”
Backlash and Divisiveness
The marketing campaign featuring Dylan Mulvaney and the custom Bud Light can celebrating their transition sparked a backlash among conservatives. Bars, restaurants, and retail stores reported a significant drop in demand for Bud Light since April. Mulvaney’s TikTok video showcasing the custom can while celebrating “365 days of being a woman” seemed to have alienated a portion of the brand’s consumer base.
During an appearance on CBS “This Morning,” Whitworth addressed the divisive nature of the backlash. He expressed his belief that Bud Light should be about bringing people together and that the conversation surrounding the brand had shifted away from beer.
Company’s Response and Future Focus
When questioned about the intention behind sending Mulvaney the custom can, Whitworth reiterated that it was a gift and emphasized that it was only one can. He acknowledged the ongoing social conversation and the need for big brands to understand and appreciate consumer expectations.
While Whitworth did not directly answer whether sending the can was a mistake, he highlighted Bud Light’s longstanding support for the LGBTQ community and commitment to continuing that support. Moving forward, the company aims to focus on brewing great beer for everyone, listening to consumers, supporting employees and partners, and making a positive impact in the communities they serve.
Anheuser-Busch CEO Asked If He’d Send Can To Mulvaney Again. He Refuses To Answer.
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