CEO of Anheuser-Busch claims the brand “never intended” to divide America over its marketing collaboration with transgender influencer Dylan Mulvaney. "Many customers were enraged by the decision disparaging the brand’s majority of clientele in favor of a younger, more “woke” audience."
Causing a downward spiral in sales of Bud Light.
CEO Brendan Whitworth further stated the brand is in the business of bringing people together over a beer. He has assured the public he is “focused on building and protecting our remarkable history and heritage.” Anheuser-Busch originated in a small brewery in St. Louis in 1852, pioneering a company for decades of an excellent reputation, beer of choice, and creative marketing. However, the marketing choices presented by Alissa Heinerscheid, Bud Light’s marketing vice president, have allegedly shed a negative light on the brand, causing sales to plummet, and leaving the once thriving beer business with no game plan to recover. After seeing the results of the marketing scheme, Whitworth tried to appease by reminding the public, “We have thousands of partners, millions of fans, and a proud history supporting our communities, military, first responders, sports fans, and hard-working Americans everywhere.
However, no matter how hard the CEO tried, the new marketing plan seemed to have caused people to abstain from the beer brand publicly, making it known how they felt betrayed. Several negative memes were posted; celebrities such as Kid Rock filmed a video of himself shooting a bunch of Bud Light cans after stating, “Let me say something to all of you and as clear and concise as possible.” The singer empties the entire magazine into three boxes of Bud Light. In addition, Travis Tritt refused to sell the beer at any of his shows. These examples and several others left people wondering if Bud Light’s Vice President of Marketing understood her customers. And apparently, Anheuser-Busch had similar doubts.
Alissa Heinerscheid has taken a leave of absence, the brewer confirmed and will be replaced by Todd Allen, global marketing VP for the brand.
Dylan Mulvaney revealed on April 1 that the beer company sent packs of Bud Light featuring the influencer’s face as a way to celebrate a full year of “girlhood” Mulvaney reached. Anheuser-Busch almost immediately faced harsh criticism for partnering with Mulvaney as a brand ambassador. Again, part of the marketing strategy by Alissa Heinerscheid was to appeal to a younger and more “woke” demographic which apparently greatly insulted the already loyal drinkers of Bud Light. Customers felt they were essentially no longer being recognized because Heinerscheid had used words such as “young and more sophisticated” in her presentation to the company, as the market she thought she should target. Since then, Bud Light’s social media has gone dark, and the latest weekly figures showed a 21% drop in sales—an initial drop of 6% since the controversy began, according to Nielsen IQ and Bump Williams Consulting.
Bump Williams Consulting offers decades of experience consulting with customized analytics and shopper insights across all tiers of the Beverage Alcohol Industry. Bump Williams told the Post, “This is a staggering hit for Bud Light, worsening each week. An indication that Bud Light’s core customers – who typically buy their beer in bulk – are ditching the brand. Larger packages of Bud Light are not being purchased.”
“Right now, their compass is completely broken. There’s no game plan.” Williams concluded.
Well, there you have it, Bud Light fans; the beer is on a fast decline in sales. This article is strictly for more informational purposes; if Bud Light is your beer of choice, and you do not have an opinion on the gone sideways marketing, sit back and enjoy!
Share this article with as many as you can for informational purposes or to plan those beverages for a barbeque as the summer months approach. Follow me on Newsbreak for trending and local news, and I look forward to your comments.