Anheuser-Busch InBev's Bud Light brand continues to face challenges in winning back customers after its controversial partnership with transgender activist Dylan Mulvaney last year. According to data provided by Bump Williams Consulting, Bud Light sales were down 29.9% year over year for the week ending January 20, 2024. This decline in sales is compared to the same period in the previous year.
The decline in sales is not limited to Bud Light alone. Sales of A-B's signature Budweiser brand were also down 15% on an annualized basis for the week, while competitors experienced growth. Molson-Coors' Coors Light saw a 12.2% increase in sales, while Miller Lite sales rose 6.9%, and Yuengling Light saw a significant increase of 72.3%. Modelo Especial, the Mexican lager owned by Constellation Brands, also experienced a 10.8% boost in sales compared to the same time in 2023, when it surpassed Bud Light to become the best-selling beer in the U.S.
The decline in Bud Light's sales began in April of last year, shortly after the brand created custom beer cans for Mulvaney to mark her "365 days of girlhood." This move, along with comments from Bud Light's marketing vice president at the time, Alissa Heinerscheid, who expressed a desire to update the brand's image, led to calls from conservative influencers and celebrities to boycott the brand.
Despite efforts by AB InBev to rehabilitate Bud Light's image, the brand has struggled to regain its customer base. The company has announced new partnerships with UFC and the Olympics, and plans to release Super Bowl LVIII ads focused on patriotism and humor. However, these efforts have had limited success thus far.
In conclusion, Bud Light's sales continue to decline as the brand faces challenges in winning back customers following its controversial partnership with Dylan Mulvaney. Competing brands have seen growth during this time, with Modelo Especial surpassing Bud Light as the best-selling beer in the U.S. AB InBev has made efforts to improve Bud Light's image, but these attempts have not yet yielded significant results.