Bud Light is still facing backlash regarding its partnership with transgender influencer Dylan Mulvaney. Recent attempts by the beer brand to address the controversy have been met with criticism from social media users. On Monday, Bud Light posted the tagline “the best beer is an open beer” alongside a GIF of someone opening a can of Bud Light. However, customers quickly responded negatively. One user stated that any beer other than Bud Light or AB products is the best beer, while another mocked the tweet by saying that the best women are biological women. Another user sarcastically replied, calling the tweet “fratty” and out of touch with Bud Light’s recent efforts to appear more inclusive. These responses reference a podcast interview with Bud Light’s former marketing VP, Alissa Heinerscheid, where she discussed moving away from a fratty image and attracting new customers through inclusivity. After Mulvaney’s social media posts in April led to calls for a boycott that resulted in a $27 million loss for Anheuser-Busch, Bud Light announced that Heinerscheid was placed on leave. A source claimed that she was fired because the wholesalers would have reacted negatively if she had remained in her position. She was replaced by Todd Allen, the former VP of global marketing for Budweiser. Bud Light’s recent tweet about the best beer being an open beer received negative reactions from users who agreed, but only if it was any beer other than Bud Light. Another sarcastic response referred to Heinerscheid’s interview. In an attempt to salvage its image, Bud Light offered a $15 rebate on 15-pack cases of Budweiser products. However, this did not improve Bud Light’s sales, as they saw a 28.5% decline in the week ending July 1. Mulvaney’s social media posts caused a $27 million loss in market cap for Anheuser-Busch, and its parent company AB InBev is also experiencing a decline in stock price. Whitworth, the CEO of Anheuser-Busch, has received criticism for his lack of response to the controversy. Former president of operations, Anson Frericks, stated that Whitworth should have acknowledged the mistake and the financial consequences it had on the company. All in all, Anheuser-Busch has faced significant consequences due to its partnership with Mulvaney and its handling of the backlash.
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