More than a year after a highly publicized boycott, Bud Light beer has officially slipped to third place in nationwide beer sales.
3rd Place for Bud Light
Major beer brand Bud Light has slipped to 3rd place in the US beer rankings, nearly 18 months after a controversial market campaign summoned a flood of conservative backlash against the brand.
Fall From Grace?
Prior to April 2023, Bud Light was the most popular beer in the United States by a significant margin. Now it is the third most popular, falling behind Mexican import Modelo Especial, and Michelob Ultra.
Two Competitors
Bud Light currently makes up 6.5% of retail beer sales, compared to Modelo’s 9.7% and Michelob’s 7.3%, according to a report from the Wall Street Journal. Both Bud Light and Michelob are owned by Belgian-Brazilian beverage company Anheuser-Busch InBev.
Early 2023
In February 2023 Bud Light dominated the beer market, making up more than 10% of retail sales nationwide. Then, a controversial ad partnership changed everything for the company.
One Controversial Campaign
In April last year, Bud Light announced a special March Madness promo campaign with trans advocate and influencer Dylan Mulvaney, who promoted the beer to her millions of followers on TikTok and Instagram.
Social Media Influencer Ads
Mulvaney shared images and videos of herself drinking Bud Light, and brandishing a customized Bud Light can with her likeness on the front.
Conservative Consumers Outraged
While her fans responded favorably to the campaign, conservative commentators and Bud Light drinkers expressed outrage over the partnership, calling for a nationwide campaign against the brand.
Marketing VP Adds Fuel to the Fire
Alissa Heinerscheid, who was Bud Lights marketing vice president at the time, also went on record saying that she wanted to revitalize the brand’s “fratty” and “out-of-touch” public image, which only added fuel to the fire.
Immediate Drop in Sales
The boycott led to an immediate drop in sales, and Bud Light lost its spot as the no. 1 most purchased beer in the country.
Modelo Steps Up
Modelo Especial quickly claimed the top spot in the immediate aftermath of the boycott and is now the official beer sponsor for the US Olympic team this year.
Trump Calls for Second Chance
Since then, the boycott has reportedly been lifted, with former president Donald Trump even encouraging his followers to support the brand again, declaring it not “a Woke company” in February. Still, the shadow of the backlash remains.
Not Giving Up
While the controversy has undeniably ravaged Bud Light sales, and the Bud Light public image over the last year, the industry, and consumers, haven’t given up on the brand yet.
Dramatic Improvements
“While dollar sales aren’t quite back into the ‘positive’ yet, the declines for the brand have improved dramatically and retailer support continues to improve week after week,” said Bump Williams, CEO of beverage & alcohol industry consulting firm Bump Williams Consulting.
Still No. 1 in Other Areas
“Bud Light is still the #1 selling beer in the United States on a volume basis (cases) and has started to recover from the Dylan Mulvaney situation that occurred on April 1st of 2023,” Williams continued.
AB InBev Stands Strong
Anheuser-Busch InBev also continues to stand behind the brand, responding to the recent sales in a public statement where it maintained that Bud Light “will always be a mainstay of our iconic portfolio.”
“Focused On What We Do Best”
“Millions of consumers choose Bud Light every day and we continue to invest in partnerships with the NFL, UFC, and renowned musicians,” the statement continued. “We are focused on what we do best – brewing great beer for everyone and earning our place in the moments that matter.”
“Bud Lighting” Boycotts
A full recovery is on the cards for the Bud Light brand, but the boycott was one of the earliest indicators of a growing consumer and political trend across the US, that some have now referred to as “Bud Lighting.”
Against Woke Messaging
‘Bud Lighting’ refers to ongoing boycotts and campaigns against ‘woke messaging,’ DEI initiatives, and ‘rainbow capitalism,’ where LGBTQ imagery and messaging are used to market products.
Gaining Momentum
These campaigns have only gained momentum over the last year, with major retail companies like Target, John Deere, and agricultural retailer Tractor Supply being on the receiving end of widespread boycotts.
Companies Pull Back On DEI
The latter two companies both responded to the conservative backlash by pulling back on diversity and equality initiatives and policies in the workplace and withdrawing all sponsorships and involvement in Pride parades and other LGBTQ events.
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Featured Image Credit: Shutterstock / LisaCarter.
The content of this article is for informational purposes only and does not constitute or replace professional financial advice.
