Brand advertising strategies are used to aim to raise rather than decrease sales.
Anheuser-Busch InBev’s Ivy League-educated marketing execs must not have paid attention to business lessons. Bud Light’s unfortunate choice to hire transgender activist Dylan Mulvaney to represent its blue-collar beverage resulted in widespread and conspicuous calls for a boycott.
Bud Light sales figures announced Monday, stretching back to the beginning of the month, indicate that not only are sales down, but former Bud Light consumers are actively exploring other beers.
Brewbound, a beer industry news site, published the first reliable report on the decline in Bud Light sales, but its figures only go back to April 8, when the conservative boycott movement began. While the data is a little out of date, it does show a declining tendency for the struggling beer brand.
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According to the outlet, market research firm NIQ reported that “Bud Light posted declines in off-premise dollar sales (nearly -7%), volume (-10.7%) and dollar share (-3.7%). By comparison, for the week ending April 1, Bud Light recorded declines in dollar sales (-1.6%), volume (-6.4%), and dollar share (-0.7%).”
An expert in the alcohol beverage sector, Dave Williams of Bump Williams Consulting, described Bud Light’s drop as “rough but not catastrophic,” however additional data collecting for several weeks is required to accurately assess the damage.
Williams observed that, even early in the boycott, Bud Light lost a greater percentage of the market than its competitors.
At the same time, Bud Light slumped, “Coors Light increased dollar sales (+10.7%), volume (+5.5%) and dollar share (+1.5%), while Miller Lite increased dollar sales (+16.9%), volume (+11.7%) and dollar share (+2.3%) for the week ending April 8,” Brewbound reported.
That should worry Anheuser-Busch, which is now owned by the Belgian multinational AB InBev and is no longer American. Many former Bud Light customers appear to be on the hunt for a new favorite.
What’s intriguing about these figures is that they come from the early stages of the boycott, which looks to have lasted and even intensified since then.
“This boycott seems to have more legs than most,” Brewbound editor Justin Kendall recently told the New York Post.
Brewbound’s findings corroborated anecdotal evidence of Bud Light’s rejection by liquor stores, pubs, restaurants, and special event consumers.
Music performers Brantley Gilbert, Kid Rock, and Travis Tritt used viral videos and posts to spread the message about their opposition to Bud Light’s woke agenda.
Many people are shunning all AB InBev brands, including Beck’s, Budweiser, Busch, Corona, Michelob, Modelo, Natural Light, and Stella Artois, as well as many “craft” breweries.
Anheuser-Busch shows disregard for its customers’ morals by associating with the poster boy for the extremist transgender subculture. Sharing disingenuous non-apologies and parading a Clydesdale through patriotic areas will not wash away the stench of globalist social engineering.
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The conservative grassroots response to Bud Light’s contempt, and the genuine impact it is having, should teach conservatives that it is not enough to cease giving money to firms that dislike you.
Bud Light has become a symbol of the forces working from within to destroy America, but in the end, it’s just a beer.
Conservatives’ unity, fervor, and wit in the face of this extreme example of corporate wokeism must be applied to causes more pressing than the quest for a low-calorie brew.
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