CEO of Anheuser-Busch Brendan Whitworth has written a letter to the beer’s customers in a doomed effort to save the sinking brand.
The move comes after the company’s top product, Bud Light, was officially dethroned as the best-selling beer in America by Modelo.
Whitworth is trying to get the brand back on top after the disastrous Dylan Mulvany marketing stunt sent sales spiraling downward.
He has promised a three-point plan of action to try and save the brand.
Whitworth wrote: “We are a beer company, and beer is for everyone.
“Today, we are announcing three important actions as we continue to move our business forward.
“First, we are investing to protect the jobs of our frontline employees.
“Second, we are providing financial assistance to our independent wholesalers to help them support their employees.
“Third, to all our valued consumers, we hear you.
“Our summer advertising launches next week, and you can look forward to Bud Light reinforcing what you’ve always loved about our brand – that it’s easy to drink and easy to enjoy.
“As we move forward, we will focus on what we do best – brewing great beer and earning our place in moments that matter to you.
“Here’s to a future with more cheers.”
According to Axios:
Axios has learned that Whitworth plans to go on the road around the U.S. this summer to listen to consumers, in connection with Budweiser’s MLB sponsorship.
The company’s summer ad campaign, which begins next week, will portray Bud Light as “easy to drink and easy to enjoy,” he added in the statement Thursday.
By the numbers: Sales of Bud Light, a new top target in the culture wars, are off as much as 25%.
After the right savaged Bud Light for its relationship with transgender influencer Dylan Mulvaney, sales dropped so sharply that data out this week shows Mexican lager Modelo replacing Bud Light as America’s best-selling beer.
