They have no one to blame but themselves. Do a stupid stunt with a mental nutbag who belongs in a mental hospital, a lunatic who offends women with his mocking of women. Then an advertising head who demeans the core consumers. Then a terrible explanation from AB and their suits
Bud Light’s downward spiral has accelerated in the wake of the Dylan Mulvaney debacle — and the carnage has begun to spill into Anheuser-Busch’s other mega-buck brands, The Post has learned.
Nationwide retail sales of Bud Light were down 23.4% versus a year ago in the week ended April 29 — worse than the 21.4% decline they suffered a week earlier, according to Bump Williams Consulting and NielsenIQ data.
Meanwhile, as beer drinkers discover how many other beer brands fall under the Anheuser-Busch umbrella, the backlash is widening, according to the fresh data.
The company’s flagship Budweiser brand took an 11.4% sales hit for the week ended April 29. Sales of Bud’s Michelob Ultra brand — the third-biggest-selling in the US behind No. 1 Bud Light and No. 2 Modelo Especial — were down 4.4%, according to Bump Williams data. (snip)
Anheuser-Busch’s smaller US brands also got dinged, with its Natural Light brand down 5.2% and its Busch Light seeing a 1.8% drop.
It may not seem like much, but, that’s a huge amount of money
“If Bud Light doesn’t fix its trend by the end of this month, it will continue to lose market share because it will lose Memorial Day. That kicks off the summer season,” Williams told The Post. “There has to be a sense of urgency for InBev to correct these trends.”
How do they fix this? They really missed their opportunity weeks ago. At this point they might just be hoping to run the clock out and see people forget about this.
Anheuser-Busch told distributors that an outside ad agency was responsible for tapping Mulvaney to promote the Bud Light brand to the LGBTQ community, but has stopped short of naming the marketing firm.
Sometimes it’s best just to shut up. Quit digging that hole.