According to BeerBoard, a tech company providing data to the beverage industry, Bud Light has experienced a severe decline in pours at bars and restaurants nationwide. Conservatives have called for boycotts since Bud Light launched a brand deal with transgender activist Dylan Mulvaney.
The data from 3,000 locations around the U.S. that employ BeerBoard technology indicates that Bud Light sales have declined 6 percent between April 2 and April 15, according to Axios. The brand deal with Dylan Mulvaney began on April 1. It will be interesting once the data through the end of the month is released on Bud Light sales. The New York Post added:
Overall, Bud Light’s volume declined by 34.7% at bars, restaurants and other venues between April 2 and April 15, according to BeerBoard. Bud Light dropped to the No. 4 draft beer from No. 3 during the second week of the controversy, switching places with Coors Light, Brewbound reported on Monday.
Across the board, the overall sales figures for Bud Light look a lot worse than the BeerBaord data. According to beer industry reports, Bud Light sales have declined by 17 percent in dollars, while volume has dropped 21 percent. The New York Post also wrote:
Bud Light has suffered a “staggering” sales hit following the beer brand’s controversial marketing tie-up with transgender influencer Dylan Mulvaney — with the latest data showing an alarming 17% drop, according to an industry research firm.
The latest sales data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15.
The cause of this boycott against Bud Light can be traced back to the VP of Marketing, Alissa Heinerscheid. She came into her role to make Bud Light’s brand image more “inclusive.” Heinerscheid said, “I’m a businesswoman. I had a really clear job to do when I took over Bud Light and it was, this brand is in decline. It’s been in decline for a really long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”
Meet Alissa Heinerscheid, Bud Light’s VP of Marketing. She explains her strategy of using “inclusive” marketing to promote the brand to young people. pic.twitter.com/hFpe8YnbBc
— Catch Up (@CatchUpFeed) April 9, 2023
She continued, “So I had this super clear mandate, like we need to evolve and elevate this incredibly iconic brand and my what I brought to that was a belief in okay, what is what are we what does evolve and elevate mean? It means inclusivity it means shifting the tone. It means having a truly inclusive campaign that feels lighter and brighter and different and appeals to women and to men and representation is it sort of the heart of evolution, you got to see people who reflect you in the work and we have a hangover.” Disrespecting Bud Light’s consumer base she said, “I mean, Bud Light had been kind of a brand of Friday. Kind of out of touch humor, and it was really important that we had another approach.”
Old Row, which is perhaps a great example of Bud Light’s historical target audience, weighed in, “Alissa Heinerscheid, Bud Light’s VP of Marketing, doubles down on her extreme woke strategy to promote the “declining” American beer brand to “young people”, while smearing her former customers as “fratty and out of touch”. How’s that working out for you, lady? @budlight.”
Alissa Heinerscheid, Bud Light’s VP of Marketing, doubles down on her extreme woke strategy to promote the “declining” American beer brand to “young people”, while smearing her former customers as “fratty and out of touch”.
— Old Row (@OldRowOfficial) April 9, 2023
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