What happened to Bud Light following its brief, yet costly, association with Trans influencer Dylan Mulvaney is the biggest beer story of 2023, and it’s not even close.
What started as a social media promotion with Dylan Mulvaney set in to motion a cascade of Bud Light stories that continued throughout the year and American Craft Beer did its best to keep you up on each stage of things.
So to recap how things played out we’ve assembled most of last year’s Bud Light stories in rough chronological order, following Dylan Mulvaney’s April 1st social media announcement…
Bud Light’s decision to showcase the Trans activist on a special can spurred a Boycott Bud Light! online campaign, a video of Kid Rock shooting up a bunch of bud light beer cans that went viral, and a huge surge in online interest in the Samuel Adams Beer.
It was inevitable in light of the fallout from the Bud Light Trans controversy. Heads had to roll. But even this action reflects the political tightrope that Anheuser-Busch has been walking.
Amid the backlash, AB’s market capitalization has dropped nearly $6billion in 10 days, a decline of nearly 5%, as the company remained relatively silent save for a short statement confirming the partnership.
“It’s not just a Bud Light issue,” Bump Williams, chief executive of Bump Williams Consulting, told the NY Post. “It’s an Anheuser-Busch portfolio problem now.”
On April 14th, almost two weeks after Dylan Mulvaney’s Instagram announcement, Anheuser-Busch CEO Brendan Whitworth released a formal statement (without specifically addressing its partnership with the trans activist) that failed to put the matter to rest.
The hits just keep on coming for Anheuser-Busch in the wake of the Bud Light Trans controversy that refuses to go away.
On June 18th beer Anheuser-Busch InBev’s global Chief Marketing Officer Marcel Marcondes appeared at the Cannes Lions International Festival where the company was ironically receiving an award for 2022 “Creative Marketer of the Year.”
Modelo surpasses Bud Light for the first time since 1982.
Following the backlash over its partnership with Tran’s influencer Dylan Mulvaney, Bud Light is gifting a case of free beer to all its wholesale distributors.
Despite having admitted in the past he is “not a big beer drinker, Microsoft Founder, and one of the world’s richest men, bought big into Anheuser-Busch last summer.
Anheuser-Busch is positioning this action as a straightforward corporate restructuring, it’s hard to divorce the timing of this announcement from the sales slump resulting from its costly partnership with Trans activist Dylan Mulvane
“We’ve never seen anything like this in the beer industry,” one beer business expert is saying. “I think the industry thought it would have rebounded by now.”
Modelo’s business is on a roll in the wake of Bud Light’s association with a transgender influencer
Heads are continuing to roll after Bud Light’s brief yet ultimately costly partnership with Trans activist, Dylan Mulvaney.
It’s a tale of two cities, the nation’s #1 and #2 brewers. Anheuser-Busch is still hurting from its short-lived partnership with trans influencer, Dylan Mulvaney, while Molson Coors beer brands are benefiting from it.
Used to be Bud Light owned retail shelves in the US. But with its declining sales in the wake of its partnership with Trans influencer Dylan Mulvaney those shelves are opening up and Anheuser-Busch making big dollar moves to make sure it stays visible.
It must not be lost on Bud Light that their alliance with a transgender activist has alienated many of their core consumers (primarily men) who aren’t necessarily even political, but just not comfortable with Dylan Mulvaney’s journey being associated with the beer they identify with.