Beer Business Daily's publisher says distributors in rural areas are 'spooked' over backlash to Bud Light celebrating transgender activist Dylan Mulvaney.
, which targets alcohol industry executives, retailers, distributors and other key figures, didn’t cover the story when it first caused outrage. Schuhmacher didn’t think it was newsworthy at first, noting there is always chitchat about various brands circulating online. But once the story remained firmly in zeitgeist as Passover and Easter weekend approached, and beer distributors throughout the nation expressed concern, he knew Beer Business Daily readers had an interest.
Schuhmacher said the beer juggernaut sent out a"media kit" to Mulvaney, similar to other social media influencers quietly receive on a regular basis. But Mulvaney, who has a plethora of sponsorship deals and was given the opportunity to interview President Biden about LGBTQ issues, isn’t a typical social media influencer.
"Those distributors also tend to be smaller and more reliant on the Anheuser-Busch brands to pay their bills. And so, yeah, there is some concern about it," Schuhmacher said."The controversy extended through the holiday weekend, which is a problem for [Anheuser-Busch]." "I'm not sure if this particular promotion was the best one," he said."A group that is very happy about it is obviously Anheuser Busch’s competitor. So, Miller and Coors and distributors are doing great."Ace of Spades agencyJay, whose digital PR agency works with a variety of major brands and content creators, doesn’t think the negative publicity will ultimately harm Bud Light’s bottom line.
"It's confusing to a lot of people, and for a lot of people that feel like Bud Light part of their own family because they drink it, they're part of the brand, when something new comes into this space that doesn't make sense for them, of course, they're going to be outraged," Jay said."It's just confusing."
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