Anheuser-Busch is again attempting to help its company recover from the backlash it has received and the boycott it has suffered as a result of what appeared to many to be a marketing partnership with transgender social media influencer Dylan Mulvaney.
Now Michel Doukeris, the chief executive of Bud Light parent company Anheuser-Busch InBev, is doing so by releasing a statement minimizing Bud Light’s relationship with Mulvaney, claiming that the relationship was not a marketing campaign.
In his words: “We need to continue to clarify the fact that this was one can, one influencer and one post and not a campaign… As we move forward, we have adjusted and streamlined our marketing structure so the most senior marketeers are more closely connected to every aspect of our brands.”
Doukeris also noted that the distributors for the brand have suffered the most, saying, “This situation has impacted our people, especially our frontline workers, the delivery drivers, sales representatives, our wholesalers, bar owners and servers. We’ve been doing everything we can to support our teams, ensuring they are safe continuing to brew, package and – together with our wholesalers – deliver great beer to the market.”
He also said, that everything Bud Light and other Anheuser-Busch brands should do is be “about beer,” saying, “Everything we do should be about beer and should promote beer. It is an essential part of life’s meaningful moments, whether in sports, music or celebrations. These are moments that bring people together. And this is why I love beer.”
He then added, “While beer will always be at the table when important topics are debated, the beer itself should not be the focus of the debate. Bud Light is about being easy to drink and easy to enjoy. That’s what consumers want and that’s what we are focused on delivering.“
Elsewhere in the statement, Doukeris admitted that the brand is seeing other challenges as well, saying, “Seeing [the situation] in the context of our global business gives us perspective. Over the years, our global footprint has enabled us to successfully navigate different types of challenges such as the temporary ban on beer sales in certain countries, and the month-long shut down of bars and restaurants across the globe.”
As the CEO of a company founded in America’s heartland more than 165 years ago, I am responsible for ensuring every consumer feels proud of the beer we brew.
We’re honored to be part of the fabric of this country. Anheuser-Busch employs more than 18,000 people and our independent distributors employ an additional 47,000 valued colleagues. We have thousands of partners, millions of fans and a proud history supporting our communities, military, first responders, sports fans and hard-working Americans everywhere.
We never intended to be part of a discussion that divides people.
We are in the business of bringing people together over a beer.
My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another. As CEO of Anheuser-Busch, I am focused on building and protecting our remarkable history and heritage.
I care deeply about this country, this company, our brands and our partners. spend much of my time traveling across America, listening to and learning from our customers, distributors and others.
Moving forward, I will continue to work tirelessly to bring great beers to consumers across our nation.
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