Bud Light’s sales have been negatively affected by the controversy surrounding Dylan Mulvaney, leading to an increase in sales for rival light beers such as Coors Light and Corona Light. Data from Evercore ISI reveals that in the 12-week period leading up to July 2, Bud Light experienced a 27.1% decline in sales volume, whereas Coors Light saw a 17.8% increase, Miller Lite increased by 14.3%, and Corona Light ticked up by 3%.
The fallout from the Bud Light controversy has extended to other beers in the Anheuser-Busch InBev family, resulting in overall sales declines. The entire Bud Light product line, including their seltzer, experienced a decrease of 28.5% in sales volume during this period. Additionally, Budweiser’s sales volume dipped by 13.5% and Busch Light declined by 9.8%. According to Evercore ISI, Anheuser-Busch InBev beer sales collectively dropped by 15.4% in the 12 weeks leading up to July 2. The only brand with a smaller decline was Michelob Ultra, down just 4.5%.
The decline in Anheuser-Busch InBev’s beer sales has benefited competitor brands owned by Constellation Brands and Molson Coors. Corona Light and Coors Light have particularly seen significant sales increases. In fact, in mid-June, Constellation’s Modelo Especial surpassed Bud Light as the top-selling US beer in terms of dollar sales. However, Bud Light remained the top-selling beer brand on a year-to-date basis. Sales of Modelo Especial rose by 11% in the 12 weeks preceding July 2. Another popular beer from Constellation Brands, Corona Familiar, experienced a 26.6% increase in sales volume. Overall, Constellation’s beer sales volume rose by 10% during this period.
Molson Coors also experienced growth in its beer sales, with Coors Banquet seeing the highest increase in sales volume at 24.6%, followed by Coors Light and Miller Lite. In total, Molson Coors beers saw a 10.7% increase in the 12 weeks leading up to July 2.
Following the controversy, Anheuser-Busch InBev has made efforts to distance itself from the situation. CEO Brendan Whitworth stated in April that they never intended to be part of a divisive discussion and that their goal is to bring people together over a beer.
To overcome the decline in sales, Bud Light has launched a summer marketing campaign called “Easy to Summer”. The company hopes that this campaign, centered around celebrations of fun and entertainment like music, backyard grilling, football, and easy enjoyment, will help reverse the recent sales trend.
Overall, the Dylan Mulvaney controversy has had a significant impact on Bud Light’s sales, leading to a resurgence in sales for rival light beers. However, Bud Light and other brands within Anheuser-Busch InBev are actively working to recover from this setback and regain their position in the market.
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