The decline in Bud Light’s popularity following the Dylan Mulvaney scandal appears to be affecting other major brands under Anheuser-Busch, according to sources. Data from Bump Williams Consulting and NielsenIQ reveals that retail sales of Bud Light for the week of April 29 were down by 23.4% compared to the previous year, which is a more significant decline than the previous week’s 21.4% loss.
As beer drinkers become aware of Anheuser-Busch’s extensive beer portfolio, the backlash against the company seems to be growing. Sales of the main Budweiser brand dropped by 11.4% for the week ending April 29. Additionally, Michelob Ultra, the third best-selling beer brand in the United States, experienced a 4.4% decrease in sales.
Bump Williams, CEO of Bump Williams Consulting, emphasized that the issue extends beyond Bud Light alone. It has become a portfolio issue for Anheuser-Busch as a whole. Even smaller brands from the company, such as Natural Light (down 5.2%) and Busch Light (down 1.8%), saw declines in sales.
Bud Light’s dominance in the American beer market has suffered a significant blow as sales continue to decrease. In contrast, Coors Light and Miller Light experienced sales increases of over 20% for the week ending April 29 compared to the same week the previous year. Keystone Light and Pabst Blue Ribbon also saw sales growth of 15% and 18.9%, respectively, during that period.
Anheuser-Busch’s association with the transgender influencer Mulvaney, which began on April 1, has resulted in four consecutive weeks of double-digit sales declines for Bud Light. Anecdotal evidence suggests that some consumers avoid drinking Bud Light in public or engage in arguments over the brand due to the controversy.
While Anheuser-Busch CEO Michel Doukeris attempted to distance the company from the Mulvaney relationship, the declining sales of the nation’s top beer indicate that the situation shows no signs of improvement.
Competitors, such as Coors Light and Miller Light, have been gaining ground in the marketplace, experiencing notable sales increases. Doukeris clarified during an earnings call that the partnership with Mulvaney was a one-time occurrence and not a campaign, but the falling sales continue unabated.
Anheuser-Busch informed distributors that an undisclosed advertising agency had approached Mulvaney regarding promoting Bud Light to the LGBTQ community. The company has not provided an immediate response when asked for comment on the declining sales.