Williams says the drop in sales is hurting beer distributors by costing them millions of dollars daily. And the Bud Light drinkers said ‘Enough of that.'” SUPPORT METRO WEEKLY'S LGBTQ JOURNALISM “When she came out with her comments, they were deemed as being derogatory, insulting and juvenile. “Her big miss was I don’t think she understood who the core Bud Light shopper was,” Williams told the St. While Bud Light currently remains the bestselling beer in America, generating more than $4.8 billion in sales in 2022 - ahead of second-place Modelo Especial, at $3.75 billion, and Michelob Ultra, at $3.3 billion - some observers, including beverage expert Bump Wiliams, have begun to fear that if sales continue to drop heading into the summer months, Modelo could eventually replace Bud Light as the nation’s top-selling beer.Īlready, sales of Bud Light are off 8% for the year.Īccording to Bump Williams, Bud Light brand manager Alissa Gordon Heinerscheid - one of two employees placed on leave following the fallout from the partnership with Mulvaney - attempted to appeal to a younger, more politically progressive market but ended up offending more conservative longtime drinkers by saying she was trying to expand the brand had a “fratty, kind of out-of-touch humor.” In the week prior, sales of Bud Light dropped 21% after dropping 11% the week before that. In the week ending April 22, the brand’s in-store sales dropped more than 26%, according to figures from Bump Williams Consulting, a firm specializing in the alcoholic beverage industry.
Sales of Bud Light have continued to drop as backlash from the brand’s more conservative customers continues following the company’s decision to partner with transgender TikTok influencer Dylan Mulvaney for a promotional video back in March.
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