Bud Light, America’s favorite beer brand, has finally been knocked off its throne after years of dominating the beer market. During May 2022, sales for Bud Light plummeted by 23% compared to the previous year, and the brand’s parent company, Anheuser-Busch InBev (ABI), sold only $297 million worth of the beer. In comparison, Modelo Especial emerged as the top-selling beer, with $333 million in sales – a 15% increase compared to 2021. The sales decrease for Bud Light followed a controversial promotion with a trans rights activist and actress, Dylan Mulvaney, which caused an uproar amongst conservatives who called for a boycott. The backlash resulted in strained relationships with both conservatives and the LGBTQ+ community, with some bars pulling all Anheuser-Busch products from their menu.
According to Dave Williams, Vice President of Analytics and Insights at Bump Williams Consulting, unless Bud Light experiences a “serious course correction,” which can only happen if consumers return to the brand family, it is at risk of losing its top spot permanently. While Bud Light is still selling more cases than any of its competitors thus far, the Mulvaney fiasco exposed the brand’s vulnerabilities. Williams highlighted that Bud Light was the best-selling beer before May, and if it can reverse its decline in sales, it may regain the top spot.
Modelo Especial, a pilsner-style lager that originated in Mexico almost a century ago, was purchased by Constellation Brands from ABI in 2013. Constellation has prioritized sales of Modelo, with a focus on making sure stores never run out of stock. To increase sales, they plan to introduce Modelo to new customers by increasing distribution and presence at retail.
The summer months will be a crucial period for Bud Light’s sales, as breweries vie to be front and center and top of mind during this beer-drinking season. Companies invest a lot in the summer season to be first in line to fulfill beer occasions and to be successful and maintain their balance throughout the rest of the year.
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