There are certainly times when a Woke company doesn’t get hit hard by going Woke. Some market share loss, revenue drops, then things blow over. Not with Bud Light
As Bud Light, once a beloved contender among the country’s favorite beers, spirals down to the 14th spot, the repercussions resonate far beyond the brand itself.
A recent YouGov survey reveals the decline in Bud Light’s ranking, casting it below competitors like Pabst Bue Ribbon, Miller Genuine Draft and Miller Lite. This seismic shift in popularity jeopardizes the livelihoods of the 65,000 people whose economic well-being is intricately tied to Anheuser-Busch InBev’s success.
Anheuser-Busch CEO Brendan Whitworth has taken full responsibility for the controversial promotion involving transgender influencer Dylan Mulvaney that caused sales to plummet. In an interview with CBS, Whitworth emphasized that he is ultimately accountable for the actions of the company, expressing concern for the people whose livelihoods depend on Anheuser-Busch.
“It’s the impact honestly on the employees that weighs the most on me,” he said.
Whitworth called on people not to punish the workforce but rather to attribute blame to him. He made it clear that he acknowledges the repercussions of the promotion and urged consumers to continue supporting Bud Light.
Whitworth should have considered this early on. Remember, it wasn’t just the idiocy of doing a special can for a wackjob pretending to be a little girl and essentially denigrating real women. No, it was the idiot marketing director yammering about not being fratty and “out of touch”, then the AB attempting to sweep it under the rug, which obviously did not go over well, and things progressed from there. Months later it’s a bit late to be saying to blame himself and not take it out on the brand and all the people who work for AB and depend on AB.
While Anheuser-Busch has attempted to downplay Mulvaney’s role in its overall strategy, Whitworth confirmed that the company will maintain its partnerships without making any changes. He did not explicitly apologize for the collaboration with Mulvaney, despite some consumers demanding an official acknowledgment of the mistake as a prerequisite for restoring their patronage.
Maybe he should resign, and take a whole bunch of people with him. It’s too late, and there really have been no true apologies. Bud Light as a brand is unremarkable and easily replaced. All they had at this point was their loyal customer base who has found better alternatives for the same price. They aren’t coming back. One of the biggest mistakes a company or a store can make is a situation that for whatever reason forces their loyal customers go elsewhere “temporarily”. Frequently they find a better option than they expected and never return.
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