.AnheuserBusch will redesign its BudLight and Budweiser packaging as it seeks to recover from a marketing fallout since partnering with transgender influencer Dylan Mulvaney.
The beer company will temporarily redesign the Budweiser and Bud Light aluminum bottles to feature camouflage prints and images in honor of the “Folds of Honor” program that provides educational scholarships for the children and spouses of dead or disabled United States military service members and first responders, according to a report.The decision came during a meeting held last week at Anheuser-Busch’s headquarters in St. Louis.
“It’s an aluminum bottle,” a source, who asked to remain anonymous, reportedly said. “I believe it is the only package that will be transitioning, but I am not 100% certain on that.” Additional marketing strategies discussed involved offering discounts on Anheuser-Busch beer at retail stores, a strong marketing presence within sports contexts, and featuring patriotic themes within the company’s advertising that could include country and western music, military service members, first responders, farmers, and law enforcement.In April, Bud Light's retail sales were down 23.4% when compared to data analysis of the same time period last year.
Among the United States’s top 10 beers this year, Bud Light and Budweiser are the only two to experience sales drops.
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