Bud Light’s sales have tanked in the month since it announced its partnership with transgender influencer Dylan Mulvaney.
In-store sales of the beer brand fell more than 26% in the week ended April 22, alcoholic beverage industry consultant Bump Williams told the St. Louis Post-Dispatch.
“Bud Light is in serious trouble this year,” Mr. Williams told the newspaper. “I think it runs the risk of losing that No. 1 position at the end of calendar year 2023 to Modelo Especial.” Anheuser-Busch’s attempts to stanch the financial bleeding have done little to sway its consumer base that skews more rural and conservative.
The trend started when Ms. Mulvaney, a biological man who identifies as a woman, posted social media videos on April 1 announcing herself as a brand ambassador for Bud Light. Another video promoting the new partnership showed Ms. Mulvaney dancing in a bathtub while drinking Bud Light.Within days, singer Kid Rock made a video shooting up cases of Bud Light.
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