Anheuser-Busch, the corporation that owns Bud Light, has been making concerted efforts to repair the brand’s image ever since the beer was linked to a transgender celebrity.
Anheuser-Busch apparently plans a massive marketing push for Bud Light to win back conservative drinkers after facing controversy for its association with transgender actor Dylan Mulvaney.
At a private conference for distributors held in Washington, D.C. last week, Anheuser-Busch reportedly told attendees that the company would “spend heavily on the brand after spending fell off a cliff last year.” Beer Marketer’s Insights president Benj Steinman reportedly made the announcement last week.
Post publisher Stephen L. Steinman wrote a letter to beer drinkers on Wednesday, assuring them that the corporation “did promise to spend lotsa dough on Bud Light [marketing] this spring and summer, starting with a big push this week for the NFL draft.”
One year after going public with her transition, Mulvaney was featured on a special NCAA tournament edition of Bud Light.
Shares of Anheuser-Busch fell by around $5 billion after word of the transaction leaked, prompting demands for a statewide boycott of Bud Light.
CEO Brendan Whitworth of Anheuser-Busch made a lengthy apologies on the company’s behalf, prompting the resignation of the marketing team.