It was kinda inevitable when the Dylan Mulvaney Trans controversy refused to go away. And now Bud Light has been dethroned by a Mexican beer.
Here’s the deal…
These are polarizing times and Bud Light is continuing to face a backlash following its partnership with Dylan Mulvaney, a transgender influencer whose image was put on a Bud Light beer can to celebrate “365 Days of Girlhood.”
Bud Light’s decision to showcase the Trans Tik Tok 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.
Amid the backlash, AB’s market capitalization has dropped nearly $6billion in the past 10 days, a decline of nearly 5%, as the company remained relatively silent save for a short statement confirming the partnership.
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 initial Dylan Mulvaney announcement 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.
And now the May numbers are in and it’s a disaster….
After 22 years as the nation’s #1 beer, Bud Light has been 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.
This from the Daily Mail…
“In the four weeks ending May 28, Modelo Especial store sales soared past $333 million, a 15.6 percent rise on the same period last year. For that same period Bud Light generated only $297 million in sales, 22.8 percent fall in sales compared to the same time last year.”
‘While Bud Light loses week after week, Modelo Especial gains week after week and now Modelo outsells Bud Light on a national basis across all trade channels combined,’ consultant Bump Williams, told the NY Post.
“Modelo has surpassed Bud Light for the first time since it was launched in 1982,” Williams added. “’If this continues Modelo will surpass Bud Light for the year.”
And the hits just keep coming for Anheuser-Busch…