Bud Light sales plummet as distributors in Heartland and South ‘scare away’ over Dylan Mulvaney’s backlash – ‘Anheuser-Busch’ actor fears he won’t be able to feed his family
- Preliminary data indicates lower Bud Light and wholesaler sales
- The Easter holiday disrupted consumer patterns, making it difficult to spot trends
- A video went viral where a man claiming to be a Bud Lite dealer complained about declining sales
Bud Light sales have plummeted and its distributors in the Midwest, South and rural areas are “terrified” of the backlash after the company partnered with Trans TikToker Dylan Mulvaney.
Distributors of Anheuser-Busch products, the company that owns Bud Light, reported dwindling sales over the weekend, according to a report from a trade publication. Bear Business Daily.
The video comes as a video of a man claiming to be a trader for an AB subsidiary that went viral on Twitter as he lamented the poor sales and the impact on his livelihood.
“I’ve never seen cuts as few as in the past few days,” he said. He said, “When people don’t buy this beer, I don’t make money and I can’t feed my family.”
Controversy arose when Mulvaney, 26, shared on social media a box Bud Light had sent her with her face on it. Objections arose from conservatives, as well as musician Kid Rock, who shot out his iPod lite cans in protest.
A video clip of a man claiming to be a trader for a subsidiary of AB, went viral on Twitter, as he lamented the poor sales and the impact on his livelihood.
Mulvaney’s April 2 Instagram post involved her drinking a beer with her face printed on a can and lying in a bathtub knocking a bud
Beer Business Daily wrote in its report that it sought to dismantle the backlash by taking things as a mere “marketing and sales perspective” and “ignoring politics and social issues.”
“By Thursday afternoon, we had reached out to a handful of dismayed AB distributors, particularly in the Heartland and South, and even in their rural areas,” she posted Monday.
It specified that data was limited and that the Easter holiday disrupted consumer patterns, making it difficult to identify trends.
“With the very limited data from a handful of wholesalers, it seems likely that Bud Light experienced significant volume in some markets over the weekend, particularly in rural areas, which consist of higher stock markets,” it posted.
Anheuser-Busch’s U.S. distributors are split between “silver blue” distributors, who stock MillerCoors products, and “red” distributors who deal in products from InBev, the parent company of Budweiser and Bud Light.
Distributors of Blue-silver were said to have reached “record-high sales”, while the publication received tales of “a sea of untouched blues and reds (Budweiser and Bud Light) in cold boxes”.
She explained that it is not clear to what extent this was a consequence of Easter or the backlash. The controversy also coincided with the launch of Yeungling in Missouri, which was first announced earlier this year.
“The timing couldn’t be better for Yuengling’s launch,” said one of the wholesalers. Bear Business Daily.
In the photo, Bud Light can appear on Mulvaney’s face which has sparked controversy
Anheuser-Busch wholesalers across the Midwest and South were said to be hardest hit. In the picture is a map showing the number of wholesaler locations in different regions of the country
He also stated that the marketing strategy could pay off for AB in the long run if sales were boosted to those who viewed the partnership positively.
“Trying to woo the sensibilities of a new generation of drinkers without alienating your old core constituency is like herding cats (and dogs and chickens), especially with a brand as big and iconic as Bud Light,” the report reads.
AB can hope that, with the incredible amount of publicity this has garnered, the Bud Light will gain traction among Generation Z, who before now we must all admit would never touch the brand with a barge pole. This is, after all, AB’s stated strategy.
For now, the full results of the partnership are not yet clear. “Whether it persists or whether the propaganda sparks additional demand is equivalent to the ideological divide in metro areas remains to be seen.”