Bud Light sales continued to plunge as the nation’s No. 1 beer brand continues to lose share to runner-up Modelo Especial — but its sister brands are beginning to recover from the disastrous marketing partnership with Dylan Mulvaney.
Sales of Bud Light dropped 24.4% in the week ended June 3 — slightly worse than the 23.9% decline over the previous week which had included steep discounting over the Memorial Day holiday weekend, according to data from Bump Williams Consulting and NielsenIQ.
Meanwhile, Anheuser-Busch’s Michelob Ultra — the nation’s third-biggest brand by sales — turned positive for the first time in weeks with a 0.7% sales increase versus a 0.1% decline the previous week.
Elsewhere, Anheuser-Busch beers continued to drop, although at a slower rate.
The flagship Budweiser brand’s sales were down 7.8% vs. 8.5% while Natural Light’s sales were down 1.0% vs. a 1.5% decline and sales of Busch Light were were down 0.8% vs. a 3.0% decline over the same period.
“The majority of Anheuser-Busch InBev brands showed an improvement in trend declines versus the prior week,” said Bump Williams, head of the eponymous consulting firm, in a statement. “Perhaps this is the turning point.”
Meanwhile, sales of No. 2 Modelo Especial were up 12.2% in the most recent week as the label “appears to be increasing its sales growth each week as we get deeper into the summer,” Williams said. A week earlier, Modelo Especial sales had risen 9.5%.
Anheuser-Busch InBev owns Modelo except in the US, where New York-based conglomerate Constellation Brands controls it.
Over the Memorial Day weekend, considered the kickoff of the beer drinking season, Anheuser-Busch touted a $15 rebate on 18 packs and larger amounts of Bud Light.
Over the weekend, a Westchester, NY Shoprite supermarket, was selling 18 pack cases of Bud Light and Budweiser for $17.99 down from $21.49, but shoppers could get an extra $8 rebate on the cases, according to the packaging.
What we know about Dylan Mulvaney
Who is Dylan Mulvaney?
Dylan Mulvaney is a 26-year-old transgender influencer, who documented her transition from male to female on TikTok beginning in March 2021. Mulvaney has capitalized on the popularity of TikTok as well as companies trying to promote diversity.
What is the controversy surrounding Mulvaney?
Recently, Bud Light partnered with Mulvaney, sending her cans featuring her face and sparking a major controversy on the internet.
Mulvaney has reportedly earned over $1 million from endorsements, including fashion and beauty brands such as Kate Spade, Ulta Beauty, Haus Labs and CeraVe. Mulvaney also has a partnership with Nike, which critics have called “a slap to the face.”
How did the public respond to the partnership?
Since news broke about the partnership, many celebrities have taken to social media to share their opinions on the matter, with some calling for a boycott of all Anheuser-Busch drinks.
One such celeb was Kid Rock, who posted a video of him opening fire on Bud Light cans.
Country music star Travis Tritt tweeted: “I will be deleting all Anheuser-Busch products from my tour hospitality rider. I know many other artists who are doing the same.”
As Megyn Kelly addressed the controversy, she was called out by viewers for what was dubbed a “transphobic tirade.”
What was Anheuser-Busch’s response to the backlash?
Anheuser-Busch defended its decision to enlist Mulvaney as a Bud Light brand influencer Monday in the face of growing backlash.
Anheuser-Busch said the cans with Mulvaney’s face on them were a personal gift and that she’s among hundreds of influencers with whom the company partners.
Learn more about Dylan Mulvaney
Things turned south for Anheuser-Busch after it tapped Mulvaney to market to the LGBTQ community. The transgender influencer posted two videos and images of herself as a Bud Light marketing partner on April 1, including one of her in a bubble bath surrounded by Bud Light cans.
Another image included a 16 oz can of Bud Light with her face on it — a commemorative can that was given to her to celebrate her one-year anniversary as a woman.
The backlash against the brewery and its distributors has been devastating as consumers, celebrities and politicians, including Republican Congresswoman Lauren Boebert of Colorado and Blue Jay’s pitcher Anthony Bass, speak out against the company’s brands.
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