After the controversial partnership between transgender influencer Dylan Mulvaney and Bud Light, Anheuser-Busch’s beer sales fell significantly in April. Other beer brands experienced a slight increase.
According to a report published by Beer Business Daily the beer company and its brands Budweiser and Bud Light, suffered net losses during the four weeks of April, leading up until April 29. Initial reports indicated that Bud Light sales in stores dropped by 26% during the week of April 22, according to Beer Business Daily.
A-B volume decreased by 12.5%, while Molson Coors increased by 7.6% and Constellation increased by 3.8%. The website reported that Bud Light had fallen by 21.4%, while Coors Light and Miller Lite were up 10.9% each.
The article continued: “Budweiser is down 11.5%, while Yuengling is up 14.7%, and Coors Banquet has risen 20.5%. Even Miller Genuine Draft is up 3.7%.” Busch was down 5.3%. Natural was down 6%. Keystone was up 5.3%. Pabst rose 14.3%.
Anheuser-Busch dollars also fell by 6.1%.
Bump Williams Consulting, a Connecticut-based company, also reported that Bud Light’s total sales have fallen by 8% this year. The loss to the company is estimated at $5 billion.
Anheuser Busch faced intense criticism after videos of Mulvaney revealed that she was sent a Bud Light can that featured her image in celebration of Mulvaney’s “girlhood year” and as preparation for March Madness. This promotion led to boycotts, especially among conservative commentators.
The company has attempted to make amends since then. After backlash, Alissa Heinerscheid, Bud Light’s marketing vice president, and Daniel Blake who is responsible for marketing Anheuser-Busch mainstream brands took a leave of absence. This was especially after Heinerscheid, in an interview, referred to the Bud Light brand as “fratty”, with “out-of-touch humor.” As part of the new campaign, a country-based commercial was also shown during the NFL Draft in April.
The company also tried to contextualize the Mulvaney video, explaining that “a third-party advertising agency” was in charge of the collaboration and had no intention of selling the can. Annheuser-Busch confirmed that the marketing company has been terminated, but declined to identify the firm.
Annheuser-Busch initially released a statement about the can.
“Anheuser-Busch collaborates with hundreds of influencers from across our brands to connect authentically with audiences of all demographics. We produce commemorative cans from time to time for brand influencers and fans, such as Dylan Mulvaney. The commemorative can is a gift for personal achievement and is not available to the public.”
Anheuser Busch did not reply to a comment request regarding numbers for April.