Anheuser-Busch Responds 8-22-23

Bud Light, one of the most popular beer brands in the US, has faced much criticism and backlash in recent years.

Tobey Nesbit 8.22.23

The brand's decision to partner with a transgender influencer, Dylan Mulvaney, to promote a can featuring his face in celebration of his "365 days of womanhood" sparked controversy and led to a boycott by some of the brand's traditional audience.

The backlash against Bud Light has been so severe that the brand has lost market share leadership in the US beer market, which it had held since 2001, to Modelo Especial.

The decision to stray from the core audience has not been a great idea; for Bud Light. The brand has faced significant losses in sales, and its parent company, InBev, has had to take action to save the brand.

Here's what has happened since the Bud Light Can incident:

Bud Light's sales have declined for seven consecutive weeks after the product endorsement from Dylan Mulvaney sparked a backlash among many conservatives.
The boycott against Bud Light has gained momentum, with some of the most prominent voices backing it attacking the transgender community in the past.
The Bud Light controversy cost AB InBev about $395 million in lost US sales in the second quarter of 2023.
Sales of Bud Light have taken at least a temporary hit, with sales down by 23% from a year ago in the week ending on April 29, and Budweiser sales down by 11%.
Anheuser-Busch, the beer's brewer, announced in late April that two of its executives were taking a leave of absence. The company also said in early May that it would focus its marketing campaigns on sports and music.
Budweiser has recently unveiled a new design for its cans, which is not expected to make much difference in sales.Use this space to add more details about your site, a customer quote, or to talk about important news.

Talk up youBud Light's decision to stray from the core audience has not been a great idea. The brand has faced significant losses in sales, and its parent company, InBev, has had to take action to save the brand.

The lesson from Bud Light's mistake is that brands should be careful in appealing to new audiences and not forget their core audience.

In the rest of 2023, the American market can expect the following from Anheuser-Busch:

Environmental Sustainability: Anheuser-Busch has made sustainability a core focus. They have set aggressive goals for 2025, including sourcing high-quality ingredients from US farmers and reducing the environmental impact of their facilities nationwide. They have already achieved their goal of brewing their products with 100% renewable electricity.
Sale of Craft Beer Brands: Anheuser-Busch has announced plans to sell eight [of its] craft beer brands to New York-based cannabis company Tilray Brands Inc. This move reflects the company's strategic decisions and potential shifts in its brand portfolio.
Discussions with NASCAR Teams: Anheuser-Busch is, discussing, with NASCAR teams about their plans for 2024. These discussions come after the retirement of NASCAR driver Kevin Harvick.
Offer to Buy Back the Company: Anheuser-Busch heir Billy Busch has made a "serious" offer to buy back his family's struggling brewing dynasty. This offer indicates potential changes in the ownership and direction of the company.
Support for Distributors: Anheuser-Busch has laid out a plan to support beer distributors affected by the ongoing customer boycott of Bud Light. The company plans to provide financial assistance to wholesalers, reimburse fuel for distributors' trucks, and launch a new ad campaign for Bud Light. This demonstrates their commitment to their business partners and their efforts to address the impact of this boycott.
Diverse Business: Despite the Bud Light boycott, Anheuser-Busch's diverse business portfolio helps mitigate the potential damage. The company has various brands and initiatives that contribute to its overall success.

Talk up your Anheuser-Busch [is focusing] on environmental sustainability, making strategic decisions regarding its brand portfolio, engaging with NASCAR teams, considering ownership changes, supporting distributors affected by the boycott, and leveraging its diverse business to navigate challenges.

“At Anheuser-Busch, sustainability is core to everything we do. “ Anheuser-Busch

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