Anheuser-Busch On Thursday’s analyst call, InBev CEO Michel Doukeris played down the link between Bud Light and internet celebrity Dylan Mulvaney.
Sales of Bud Light have been steadily declining for the past several weeks, and company management have been in on it with Mulvaney, a biological guy who believes he is a woman, posting about his purported change on social media. Fox Business reports that Doukeris has told industry insiders that social media users are disseminating “misinformation” about the genuine nature of the relationship.
The head of the international company based in Belgium said, “We need to clear up the facts.” He went on to say that the issue is “one influencer, one post, and not a campaign.”
After the partnership was announced, sales of Anheuser-Busch InBev draft beer products dropped and haven’t recovered in the weeks since. Doukeris claims that Anheuser-Busch is “providing direct financial support” to those in the trucking industry, sales force, wholesalers, and bar industry who have been badly affected by the boycott.
We are certain that we have the knowledge, tools, and support system to see this through. Doukeris has stated, “We still anticipate the same level of growth over the next four years.” Continuing to do what we’ve always done best, which is to bring people together over a drink and to make a future with more cheers, will help us develop as a business and as people.
Top-level marketing execs were fired because of their ties to Mulvaney. Mulvaney also enjoys the support of several other large corporations. Alissa Heinerscheid, who had indicated she wanted to enhance Bud Light’s “fratty” image, and Daniel Blake, head of marketing for Anheuser-Busch’s mainstream brands, were both placed on leave.
In response to the uproar, Brendan Whitworth, CEO of Anheuser-Busch, made a statement. When he refused to confirm Mulvaney’s identity or apologize to customers, he received further complaints.
The official stated, “We never meant to be a part of a discussion that makes people angry.” A common expression in our industry is, “Our job is to get people to talk to each other over a beer.”
Anheuser-Busch made it clear in a letter to wholesalers that the Mulvaney link is of no concern. According to the article, one social media influencer was given a single can. Not meant for wide release or commercial sale. This is not a sanctioned advertisement or promotion.
The beverage company has hired veteran Republican MPs to win over conservatives who were angered by the arrangement. According to reports, Anheuser-Busch considered hiring Sean McLean, a former White House assistant director and House legislative director for Republican senators Ted Cruz (TX) and Marsha Blackburn (TN). Emily Lynch was also mentioned by name in the document. She worked as an assistant for both Senator Kelly Ayotte of New Hampshire and Representative Virginia Foxx of North Carolina.