Nearly nine months after Bud Light was front and center in one of the biggest misfires in advertising history, sales of the beer are still down 30% weekly compared to the same time a year ago.
It wasn’t supposed to go like that. The year kicked off with an expensive Super Bowl ad with actor Miles Teller and a new slogan — “Easy to Drink. Easy to Enjoy” — which was supposed to mark a “new era” for the 40-year-old brand.
Bud Light’s decision to tap transgender social media influencer Dylan Mulvaney to promote the brand’s ‘Easy Carry Contest’ couldn’t have gone much worse. The American beer institution has been in a tailspin, with revenue plummeting 10.5% and the brand falling from its spot atop the US beer market for the first time in over two decades.
Transgender influencer Dylan Mulvaney was paid far more than was first alleged, as documents reveal a US$185,000 deal for the marketing campaign that ended in an epic flop.
Bud Light continues to drag down sales for parent company Anheuser-Busch as the world’s largest brewer reported a double-digit drop in US revenue last quarter. Anheuser-Busch InBev reported Tuesday that revenue in the US fell by 13.5 percent between July-September. The figure was based on revenue per 100 liters, a common measure for beer sales.
Sales to US retailers were also down 17 percent, largely due to a drop in Bud Light demand, the company reported. Bud Light has faced months of protests and consumer anger since its ill-fated partnership with trans influencer Dylan Mulvaney in April. The company has seen Bud Light sales decline for months. US retail dollar sales of Bud Light were down 29 percent in the four weeks ending October 21 compared to the same period a year ago, according to Nielsen data compiled by Bump Williams Consulting.
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