If there were ever any questions about the cultural and social impact of former President Donald Trump, there shouldn’t be. The current GOP frontrunner, former President Trump, boasts legions of dedicated followers, and many are so loyal they will side with him no matter the subject. Recently, on the verge of the Super Bowl, President Trump made an unexpected endorsement for an embattled brand that has seen its stock slide and sales tank in the last year.
Bud Light and its parent company, the Belgium-based Ab InBev, made the mistake of partnering with transgender influencer Dylan Mulvaney in early 2023, and the firestorm was so huge that it knocked Bud Light from atop its perch as best-selling beer. The blowback was so severe that the company lost billions in market share, and scores of drinkers haven’t returned to the brand.
Instead of apologizing and course-correcting, Bud Light doubled down and made lukewarm attempts to bring the brand back in line with its core base. Despite paying big bucks to athletes like Peyton Manning and Emmit Smith and partnering with Dana White and the UFC, it took an endorsement of sorts from the former president to send the stock price back toward its previous levels.
On Tuesday, Trump praised the company on social media, bumping the stock 3% on that day alone. The price continued to rise the rest of the week, and though critics are reluctant to credit President Trump, it isn’t a coincidence. David Steinman, Beer Marketer’s Insights executive editor, said: “It will be interesting to see if there is any improvement. Trends have remained similar since April but that doesn’t take into account this latest incident. Stocks are up so it seems like the reaction could be a positive thing.”
Sometimes things are exactly what they look like, and it looks like Trump’s endorsement is what the failing brand needed. Trump took to Truth Social Tuesday and said: “The Bud Light ad was a mistake of epic proportions, and for that a very big price was paid, but Anheuser-Busch is not a Woke company. Anheuser-Busch is a Great American Brand that perhaps deserves a Second Chance? What do you think? Perhaps, instead, we should be going after those companies that are looking to DESTROY AMERICA!”
The former president went on to tout some of the good that Anheuser-Busch actually does. He continued, “Anheuser-Busch spends $700 Million a year with our GREAT Farmers, employ 65 thousand Americans, of which 1,500 are Veterans, and is a Founding Corporate Partner of Folds of Honor, which provides Scholarships for families of fallen Servicemen & Women.”
Trump is undoubtedly a tastemaker for half of the country, but in perhaps the most unexpected moment of 2024 so far, Caitlyn Jenner sided with President Trump. Jenner wrote on social media: “They made a huge mistake and have paid a large price. I think it is time to move forward — I am saying we should focus on big picture … agreeing with 45!”
It’s unclear if the stock bump from Trump will be maintained or if beer drinkers will return. Perhaps Bud Light will never regain the top spot. However, Donald Trump’s persuasive powers are undeniable, and he makes valid points. Perhaps it is time to move on from Dylan Mulvaney and forgive Bud Light. Time will tell if President Trump can save the brand.
"*" indicates required fields