According to a report in its hometown paper, Bud Light is facing a serious threat of losing its title as America's bestselling beer due to the ongoing backlash from the controversial promotion featuring transgender activist Dylan Mulvaney. The company appears to be in trouble as the repercussions of the promotion persist.
A recent article in the St. Louis Post-Dispatch titled "Bud Light sales plummeting following transgender marketing controversy" has shed light on the significant decline in the company's sales. The story is highly critical of Bud Light and its marketing strategy.
According to data provided by Bump Williams Consulting, a Connecticut-based firm specializing in the beverage alcohol industry, in-store sales of Bud Light have experienced a 26% decline for the week ending on April 22nd. The St. Louis Post-Dispatch has reported on these figures.
"The decline is only accelerating," a report by the Post-Dispatch stated. The paper also noted that Bud Light had experienced a 21% drop in sales the previous week and an 11% drop the week before that. In total, sales have decreased by 8% this year.
Bud Light sales have collapsed by 26% according to new weekly data released today. This kind of collapse has never occurred to a beer company in history. https://t.co/OnF4J2EjcI
— Clay Travis (@ClayTravis) May 1, 2023
In an interview with the Post-Dispatch, Bump Williams himself, the founder and CEO of the company that shares his name, stated that "Bud Light is in serious trouble this year" if Anheuser-Busch cannot reverse the trend soon. However, Williams did acknowledge that Bud Light is still the top-selling beer in America.
"I think it runs the risk of losing that No. 1 position at the end of calendar year 2023 to Modelo Especial," Williams told the paper.
Since the announcement of their partnership with Mulvaney, Anheuser-Busch, whose headquarters are located in St. Louis where the Post-Dispatch holds considerable sway, has faced mockery, criticism, and boycotts.
The controversy first arose in March when Mulvaney disclosed that Bud Light had released packs of beer featuring the influencer's face in celebration of "girlhood" that lasted for a year.
In an Instagram post that included the hashtag "#budlightpartner," Mulvaney expressed that the cans featuring her image were her "most prized possession." The promotional campaign also included a video of Mulvaney drinking a Bud Light beer while in a bathtub. However, the beer company has faced significant backlash from conservatives, resulting in a sharp decline in sales for its parent company, Anheuser-Busch.
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