Bud Light’s sales continue to struggle, even months after its disastrous partnership with transgender TikTok star Dylan Mulvaney. According to Harry Schuhmacher, the publisher of Beer Business Daily, the brand’s volume is still down around 30% compared to last year, indicating that these consumers may be lost forever. This comes after Bud Light recently won back 15% of its boycotting drinkers but remains down 26.9% in dollars and 30.3% in volume, based on a study by Bump Williams Consulting. Schuhmacher believes these declines could persist in the foreseeable future.
Schuhmacher predicts that Bud Light’s sales may improve in April and May of 2024 when they surpass the controversy. He mentions that the industry expected a quicker rebound, but the situation has worsened and is becoming systemic within the industry, leading to a loss in retailer confidence. Next summer will be crucial for Bud Light to regain its once-cult following. Additionally, Bud Light may face a difficult winter, but its connections with wholesalers may be a saving grace.
The scandal began when Anheuser-Busch InBev sent Mulvaney a beer can with her face on it to celebrate her 365th day of girlhood, a popular TikTok series. This led to widespread criticism, including from Kid Rock, who protested by shooting cans. Mulvaney, who was invited to audition for “Cabaret” on Broadway, highlighted the transphobia and hate she has faced since becoming an influencer. Despite the challenges, she called for public and proud support for the transgender community.
Overall, Bud Light’s sales continue to struggle following its partnership with Mulvaney, and it remains to be seen how the brand will recover in the future.
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