Like Memorial Day, the 4^th of July is a huge time for beer sales, and Anheuser-Busch is hoping to revitalize its ailing Bud Light brand after a disastrous partnership with Trans influencer Dylan Mulvaney.

The initial Dylan Mulvaney announcement, celebrating  the influencer’s “365 Days of Girlhood.” took place on April 1 (ironically April Fool’s Day) and in spite of Anheuser-Busch’s desperate efforts to put the matter to bed the brand has been experiencing serious sales declines ever since then.

After 22 years as the nation’s #1 beer, Bud Light was temporarily dethroned by Modelo Especial, a Mexican beer brand that’s part of the Anheuser-Busch family everywhere in the world except in the US, where it brewed south of the border by Constellation Brands who sell it in the US.

And as Bud Light sales plunged another 28.5% for the week ending June 17, its largest dip yet according to Bump Williams Consulting and Nielsen, Anheuser-Busch decided to offer a $15 rebate for purchases of a 15-pack of Budweiser, Bud Light, Budweiser Select or Budweiser Select 55 which, depending on the beer’s price, is almost free.

(Dylan Mulvaney/Instagram)

The rebate applies to purchases of up to $15 made between June 15 and July 8, according to the terms of service and Bud Light will pay out the rebate to customers by way of a prepaid digital card.

In addition to its “almost free beer rebates” Anheuser-Busch CEO Brendan Whitworth announced support for its employees and wholesaler partners, and something the company is calling “Bud Light’s biggest summer campaign ever.”

Bud Light’s s Easy to Drink, Easy to Enjoy campaign has just kicked off things with an all-new commercial, titled “Easy to Summer” – the brand’s biggest media spend to date.

But that’s not all, Bud Light is also…

• Giving away $10K weekly to make summer easy to enjoy and stock up for all the backyard parties
• Covering the beer tab where consumers scan for a chance to win $100 toward their tab
• Offering rebates over July 4th weekend to help keep summer easy

(Chief Marketing Officer Marcel Marcondes: Courtesy Anheuser-Busch InBev)

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.”

And Marcondes took the opportunity to address the costly Trans controversy that has erupted in the US after Mulvaney promoted Bud Light on social media, a controversy that refuses to go away.

“In times like this, when things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers to be very humble.” Anheuser-Busch Chief Marketing Officer Marcel Marcondes said according to  AdWeek. “It’s tough exactly because what we do is all about bringing people together.”

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