Bud Light sales have taken a hit as sales reps and bars are struggling to move the beer after the brand announced a partnership with transgender influencer Dylan Mulvaney earlier this month.
Correcting that trend is what Alissa Gordon Heinerscheid said she is trying to do as the brand’s vice president of marketing.
Part of that brand “hangover” was that Bud Light was known for its “fratty, kind of out-of-touch humor,” Ms. Heinerscheid said. She believed that “it was really important that we had another approach.” Singer Kid Rock shot up cases of Bud Light in an apparent protest of the beer brand’s partnership with Ms. Mulvaney. Country singer Travis Tritt said he was deleting a contract rider with Anheuser-Busch products.
“Our number one selling beer up until a few days ago was what? Bud Light. We got cases and cases and cases of it sitting back there,” Mr. Rich said Monday. “But in the past several days you’re hard-pressed to find anyone ordering one.”
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