Anheuser-Busch CEO Michel Doukeris has disowned the disastrous Dylan Mulvaney stunt, telling investors it was “not a campaign”
Doukeris argues that Bud Light’s partnership with Mulavey was just “one can” and insists that the brand can “move forward.”
The message from Doukeris comes as Anheuser-Busch is being pummeled by nationwide boycotts of all its products.
No one is buying Bud Light at the Red Sox game pic.twitter.com/evTMApnYGx
— Citizen Free Press (@CitizenFreePres) May 4, 2023
Doukeris told investors on an earnings call:
“We need to clarify the facts that this was one can, one influencer, one post, and not a campaign.
“We believe we have the experience, the resources, and the partners to manage this.
“And our four-year growth outlook is unchanged.
“We want to reiterate our support for our wholesaler partners and everyone who brings our great beers to the market.
“I can tell you that we have the agility, resources, and people to support the U.S. team and move forward.
“We will continue to learn, meet the moment in time, all be stronger and we work tirelessly to do what we do best: Bring people together over a beer and creating a future of more cheers.”
Anheuser Busch CEO Michel Doukeris downplayed the brand’s partnership with Mulvaney. @AnheuserBusch @budlight #Advertising
Free beer: Anheuser-Busch gives free beer to employees in damage control move https://t.co/ToSGgtFBu9 via @UCBJ – Upper Cumberland Business Journal pic.twitter.com/HwbpIm43oL
— UC Business Journal (@ucbizjournal) May 4, 2023
According to Fox Business:
The CEO said Anheuser-Busch is “providing direct financial support” to the frontline workers impacted by the boycott, naming delivery drivers, sales representatives, wholesalers, bar owners, and servers.
Doukeris said the brewing giant will triple media spending on advertising for Bud Light over the summer, confirming reports that the company is planning a major marketing push to recover its brand.
According to The Daily Mail:
Doukeris’ comments came as a letter was sent to retailers, bars, and restaurants by Grey Eagle – which distributes Anheuser-Busch products around St Louis.
It read: ‘Anheuser-Busch did not intend to create controversy or make a political statement.
‘In reality, the Bud Light can posted by a social media influencer that sparked all the conversation was provided by an outside agency without Anheuser-Busch management awareness or approval.
‘Since that time, the lack of oversight and control over marketing decisions has been addressed and a new VP of Bud Light marketing has been announced.’
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