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US Bud Light sales down 21.4% following Dylan Mulvaney endorsement
An idea of just how disastrous Anheuser-Busch’s Bud Light endorsement deal with transgender influencer Dylan Mulvaney has come from figures for US beer sales in April.
With the backlash and boycotts continuing, total Anheuser-Busch beer volumes were down by 12.5% in the month while sales from Molson Coors and Constellation Brands rose 7.6% and 3.8% respectively, according to Beer Business Daily.
Bud Light itself took a heavy beating, falling 21.4% in the month while sales of parent brand Budweiser were 11.5% down.
Coors Light, a direct rival to Bud Light, appears to have been the biggest beneficiary of the protests, putting on 10.9% in April.
Conservative Americans continue to shun Bud Light, once positioned as the “all American beer”, for going and hiring Mulvaney to promote it while dressed as Audrey Hepburn from Breakfast at Tiffany’s.
At least two of Bud’s marketeers have been sent on leave and Anheuser-Busch has ditched an advertising agency involved with the scheme.
According to reports in the US Anheuser-Busch says the brouhaha is the product of one single can. This was one single can given to one social media influencer, a letter to wholesalers said.
It was not made for production or sale to the general public. This can is not a formal campaign or advertisement.
Meanwhile, the world’s biggest brewer is scrambling to find ways of repairing its slumping sales.
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