Anheuser-Busch beats Q1 earnings estimates despite Bud Light sales decline amid boycott fallout; targets younger consumers.
On April 1, 2023, controversial transgender activist Dylan Mulvaney took to Instagram to advertise Bud Light beer, as the brewer promoted its tie-in for the National Collegiate Athletics Association’s March Madness basketball tournament.
When he graduated from Yale in 2006, Frericks took a job in Boston, sharing a loft apartment with two other guys and their own kegerator “that exclusively served Bud Light.” Twelve years later, though, Bud Light would lose its title as America’s most popular beer and the company’s decline was rapid and shocking. “I witnessed the brand evolve from one synonymous with Americana to one facing an identity crisis of its own making,” writes Frericks
“And so an ad campaign that may have appeared ‘unifying’ to New York elites in fact felt out of touch and condescending to consumers in Red America,” says Frericks.It’s precisely why history repeated itself in 2023 when they hired Mulvaney — only this time it was worse. “They say that learning in public is painful, but the lessons stick,” says Frericks. The week before the partnership with Mulvaney, Bud Light sales had declined by 1.6% compared to the prior year.
Beer Budweiser Dylan Mulvaney Postscript
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