WASHINGTON — Bud Light sales have slumped 17% since Sen. Ted Cruz began hammering the beer-maker over a promotion featuring a transgender social media star. “Go...
“We’re seeing big business after big business embrace the radical left,” Cruz said on his podcast. “My first thought was, ‘Have they ever met a typical Bud Light drinker?... It is hard to imagine the ad exec who said, ‘This is really tapping into our demographic.”Like smaller competitors, Anheuser-Busch InBev — the Belgian company that owns Bud Light and is the world’s largest beer-maker — has many audiences, including LGBTQ consumers, and uses a multitude of approaches to reach them.
“If that consumer wants and appreciates social advocacy, then that is a form of targeted marketing,” said Sean Blair, a marketing professor at Georgetown University’s business school, adding that Bud Light’s, where she has 1.8 million followers, Mulvaney cracks open a 24-ounce tallboy with her face on it to promote a $15,000 giveaway during the March Madness college basketball tournament.
“They look at the overall market and they say to themselves, ‘We can be much bigger. Our appeal is too limited in terms of … the type of person that they think Bud Light is for, and we want to broaden that,’” Blair said. Cruz quipped that Mulvaney would be a better spokesperson for “dark cherry-flavored hard cider,” or cosmetics, than for Bud Light — a jab that didn’t go over well with the LGBTQ community.“He’s taunting someone just for being queer [and] taunting an organization for hiring a queer person,” said Johnathan Gooch, communications director at Equality Texas. Eventually, he warned, such demonizing breeds violence, and “people will show up with guns at a drag show.
“It’s nice to see Bud Light breaking some stereotypes. There are tons of LGBTQ people that drink Bud Light. And what of it?” Gooch said. “How does that impact anyone else’s rights? How does that impact the senator?”
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