Posted on 04/25/2023 12:08:33 PM PDT by Morgana
Bud Light has suffered another blow in the fallout from its Dylan Mulvaney partnership as its rivals' sales have spiked while its seen huge losses.
Coors Light and Miller Lite both saw bumps to sales while the Anheuser-Busch-owned brewer saw them plunge.
The flagship American brand has suffered a 'staggering' hit, which resulted in two senior members of the team being placed on leave.
Bud Light's VP of marketing, Alissa Heinerscheid, took a leave of absence while the VP for Mainstream Brand, Daniel Blake, stepped down some days after.
The pair have faced the brunt of the criticism, with a report from Insights Express, a beer-focused newsletter, saying it is an 'extremely difficult scenario' for the business – adding 'these numbers are staggering'.
In the week after the campaign launched, April 1, Bud Light dollar sales dipped 6 percent, as Coors Light rose 3.5 percent and Miller Lite 3.1 per cent.
As the backlash ramped up against Anheuser-Busch, with Kid Rock opening fire on several cases of the beer, their sales dropped 17 percent in the week of April 18.
By comparison, Coors Light saw sales rise by 10.6 percent, while Miller Lite scooped up even more profit with sales rising 11.5 percent.
Last week sales of Bud Light had risen slightly, with the company seeing just a 6.7 percent dip in sales, with both their rivals seeing a huge increase of 18 percent.
Bud Light is the largest beer brand in the US, but their decision to work with Mulvaney has seriously affected the company.
During the NCAA basketball tournament from March 18 to April 1, it was the clear leader of all Light beers, up 15 percent, according to Brewbound.
(Excerpt) Read more at dailymail.co.uk ...
Why is it difficult? I can explain!
If they stay the course and stand behind their decision to partner with Dylan, then their core customers leave. BAD
If they REVERSE course and apologize, then their coveted ESG score tanks, and they simply CANNOT have that! BAD (they think).
Oh, I think this will portend longlasting damage. An apology would accomplish nothing. What comes to mind when I say the words “New Coke”? No straight male will be able to tip a can of Bud Light from now til doomsday and they will even shun it offered for free in a big iced tub at a BBQ party. No straight male will be able to drink Bud Light without some wiseass walking up and cracking “so, how’s the transitioning going?” The brand has been irradiated with a gamma ray flux to the point where even the Nevada repository for radioactive waste will not take it.
If you recall, in the case of “New Coke”, not only was the product rollout a total disaster, but the name of the product itself ultimately became a “negative brand paradigm” (not the correct word...I mean the “Xerox”, the “Kleenex” of their respective industries, only in the negative) Back then, in the pre-internet era of New Coke, it took several months for the public to become aware of the general reaction and for the product to become a laughingstock. This one happened in relative milliseconds, fueled by social media. Indeed it’s remarkable how quickly the marketing crater developed. This was Castle Bravo blowing a hole in Elugelab Island.
While I am ecstatic that the Bud Lite conservative backlash is having an effect I only wish that instead of a 17% drop in Bud sales in an 18% increase in a rival beers sales. I would prefer it result in less beer sales. As you might’ve guess I don’t drink. I did long ago and it almost ruined life and put my wife thru Hell. At one point I had been thinking about how beer seemed on the surface to mean more to me than my family and I felt miserable for it. Then one day by the grace of God I found the strength one afternoon to not make the turn leading to where I always went after work to buy my beer for that night. It was truly a miracle because after making that hard decision that one time I never again had any desire to drink again. So please forgive me when I say I wish that a more positive result came from the Bud situation. I understand that some drink only a couple beers while watching the game on the weekends and if thats all then you are probably okay, but most don’t do that and before they know it and without even realizing it those two beers a week turn into a six pack, then it turns into a daily thing and then the beer is in control and your life sirals out of control. Just be careful and may God watch over you and give you the strength you need as he did me.
All of these “lite” beers give pilsners a bad reputation. A real German pilsner is a great brew.
With so many craft beers out there, why would anybody drink Buttwiper?
This is what happens when you bring in an overeducated white liberal woman that lives in New York to sell beer to flyover country. She does not relate and does not want to relate to her customer base because she feels they are way below her. She would rather sell beer to trannys that act like little girls.
In case you haven’t noticed, there’s no more kneelers in the NFL, nor are they staying in the locker room anymore...
We won....
Yep, everyone I know has switched to Pabst Blue Ribbon where I live since this ordeal backfired. It rocks!
AB is wedged in tight
between a rock and a hard place
big Yuengling fan
She will be working at Hooters shortly
“…they think”
That’s the key. It’ll take a strong exec leadership to finally stand up and say “Screw ESG. We are done with that! Enough is enough. We are going to concentrate on our shareholders and customers. Do your worst.”
They still don't get that this campaign was and is rightly perceived as profoundly disempowering to women. Claiming that Mulvaney is a woman is not dismissing the issue by definition, it's inflaming it by ignorance. One commentator sort of half got it when she said that Mulvaney isn't an athlete so the issue doesn't apply to the sports market, but it does very much and that market has pronounced its decision loud and clear.
well, it’s a self-destructive lifestyle, so...
This is what I said from day one. Beer drinkers drink beer. Oh a few really know the different but most beer drinkers (including me) couldn’t tell the difference and many will NEVER go back to Bud Light. The numbers fit perfectly.
I thought my parents passed away almost 2 decades ago.
Cool try at a lecture, though.
“In case you haven’t noticed, there’s no more kneelers in the NFL, nor are they staying in the locker room anymore...
We won....”
I have not noticed because I quit watching.
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