Is the Bud Light boycott working? Anheuser-Busch CEO breaks silence on drop in sales after Dylan Mulvaney controversy

Bud Light Anheuser-Busch Dylan Mulvaney sales drop boycott CEO controversy

Anheuser-Busch CEO Michel Doukeris broke his silence about the controversial promotion of Bud Light with transgender influencer Dylan Mulvaney and its impact on the brand. The campaign led to a backlash, which resulted in a decrease in Bud Light sales. During the company’s earnings call, Doukeris mentioned that it is too early to determine the full impact of the promotion on sales.

Michel Doukeris has distanced Anheuser-Busch from Dylan Mulvaney, saying it was not a campaign but just a single post by one influencer. In a letter to retailers, he emphasized that it was not a widespread advertising campaign. During an investor meeting, he also addressed the spread of misinformation about the company’s collaboration with the trans activist on social media.


Exploring the impact of the Dylan Mulvaney ad on Bud Light sales

During the company’s earnings call in May, Michel Doukeris stated that the decrease in Bud Light sales over three weeks represented approximately 1% of the company’s global sales volume. 

He also mentioned that the company is providing financial support to frontline workers affected by the boycott resulting from the controversy. Despite Anheuser-Busch reporting a first-quarter earnings of $1.65 billion, the sales of Bud Light have plummeted by 26%. 

In response, Doukeris announced that Bud Light would triple its marketing spend in the summer to regain customers’ trust. According to reports, Bud Light’s sales dropped by 17% by mid-April. Meanwhile, competitors such as Coors Light and Miller Light experienced a sales increase of nearly 18%.


Anheuser-Busch writes letter to Bud Light retailers about Dylan Mulvaney campaign

The company has issued a letter to retailers, bars, and restaurants clarifying that Anheuser-Busch did not intend to create controversy or make a political statement with the Dylan Mulvaney promotion. 

The letter explained that Mulvaney used a Bud Light can provided by an outside agency without Anheuser-Busch’s approval. The lack of oversight and control over marketing decisions has been addressed. The company has appointed a new Vice President of Bud Light marketing.

Despite this, Bud Light’s VP of marketing, Alissa Heinerscheid, took a leave of absence, and the VP for Mainstream Brand, Daniel Blake, stepped down.


Is Anheuser-Busch handing out Bud Light beers for free?

Anheuser-Busch is reportedly giving a case of Bud Light to all employees who work with the company’s wholesale distributors. Additionally, the company has promised to release new ads and increase marketing spending on Bud Light. They intend to counteract any negative impacts on sales caused by the month-long controversy. 

The controversy began in April when Dylan Mulvaney posted Bud Light cans designed with her face on Instagram. This resulted in backlash from some customers, including a conservative-led boycott of the brand.


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