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(Courtesy DG Yuengling & Son)
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 to other beer brands and Yuengling beer wants in on that action.
Here’s the deal…
These are polarizing times and Bud Light remains in a tailspin following its brief, but ultimately costly, partnership with Dylan Mulvaney, a transgender influencer whose image was put on a Bud Light beer can to celebrate “365 Days of Girlhood.”
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.
“Bud Light is still just stubbornly down around 30% in volume compared to last year,” Beer Business Daily publisher Harry Schuhmacher told Fox News Digital Friday. “That tells me that this is quasi-permanent, meaning those consumers are just lost forever.”
As a result of Bud Light’s declining sales, retailers are opening retail shelves that the brand used to own, and America’s oldest brewery, DG Yuengling & Son wants its “fair share” of that space.
DG Yuengling & Son says supermarkets and convenience stores have regularly sold out of its beer since Bud Light’s catastrophic alliance with Mulvaney in April. Yuengling sales jumped 22% through Sept. 9. And while Bud Light sales plummeted by 27% in the four-week period.
“Yuengling is largely out of stock in the markets it’s available in,” Bump Williams, CEO of the consulting firm, told The New York Post, “and deserves more distribution and shelf space because consumer demand is higher today than what retailers have given them.”
Acknowledging that Yuengling’s torrid growth has lately hit a wall, Dick Yuengling, the company’s chief executive and fifth-generation owner told The Post that “bigger brands have been trying to squeeze in on its shelf space.”
“We just want our fair share of the Bud Light debacle,” 80-year-old Yuengling told The Post. “We are the little guy on the block so we have to fight harder, but how do we grow if they don’t give us more shelf space?”
DG Yuengling & Son has been family-owned and operated since 1829. In 2020 “The Yuengling Company was established with Molson Coors to expand its production and reach further west. Yuengling beer is currently available across 26 states.
