Anheuser-Busch is hoping an increased emphasis on sports and concert marketing will help to lift flagging Bud Light sales in the U.S.
Anheuser-Busch will focus its marketing on events like football and concerts, which it has targeted often in the past, as it looks to lift lagging sales of Bud Light.
Bud Light sales started falling in April after a conservative boycott of the brewer's partnership with transgender influencer Dylan Mulvaney. At the height of the backlash, Modelo Especial dethroned Bud Light asBud Light sales are still flagging, as the brand dropped 29% in the four weeks ending Oct. 21 compared to same period a year ago, according to Nielsen data compiled by research firm Bump Williams Consulting. Sales have fallen nearly 19% this year, according to the firm.
The beer is focusing on outlets such as the NFL, college football, the country music festival Stagecoach and Folds of Honor, a nonprofit organization which provides scholarships to military families.for the Ultimate Fighting Championship with a six-year marketing partnership. The sponsorship deal is "well into the nine figures," and the largest in the mixed martial arts promotion's history, CNBC previously reported.
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