After snubbing its huge customer base to try to appeal to a tiny minority of “woke” transgenders, Bud Light is now doomed.
For all beermakers, the Fourth of July holiday is one of the biggest sales opportunities of the year.
But this year, sales of Bud Light spell doom for parent company Anheuser-Busch.
In the run-up to July 4th, the company tried a desperate ploy to, once again, appeal to customers through $15 rebates.
The rebates can be used on up to three cases of beer, with customers potentially getting $45 back.
As Slay News reported, the company used the same tactics on Memorial Day and essentially gave the beer away for free.
This may be part of how they’re “actually increasing the investment on Bud Light three times this year as we move forward,” according to Anheuser-Busch CEO Brendan Whitworth.
However, it was revealed on Monday afternoon that Bud Light sales had dropped 27.9 percent in the week ending June 24, compared to the same time last year.
Although that’s slightly better than the record worst of a 28.5 percent drop from the previous week, it’s not by much, the New York Post noted.
The number of units sold hit its record worst at a 31.3 percent drop.
It had been 31.1 percent the week before that.
The decrease in sales volume for the week ending June 10 had been at 30.3 percent compared to the same time last year, which at the time was the biggest since the boycott began.
Customers have been boycotting Bud Light since the brand honored transgender influencer Dylan Mulvaney on April 1.
The company produced a commemorative can with Mulvaney’s picture on it meant to be a “gift,” which he promoted on social media.
With most of the important holiday sales now in, Bud Light appears to have taken some major losses.
— Tim Pool (@Timcast) July 2, 2023
“The Fourth of July is the biggest beer holiday in terms of retail sales and an opportunity to move a lot of volume,” Dave Williams, vice president of Bump Williams Consulting is quoted.
“And there have been no notable signs where the course has changed for Bud Light.”
Aside from honoring Mulvaney, comments smearing the company’s customer base from former Bud Light Marketing Vice President Alissa Heinerscheid helped to sink the brand further.
Just a few months ago, Heinerscheid claimed that she wanted to market the “declining” brand to “young people” to be more “inclusive.”
She also trashed the customer base for being “fratty and out of touch.”
Alissa Heinerscheid, Bud Light’s VP of Marketing, doubles down on her extreme woke strategy to promote the “declining” American beer brand to “young people”, while smearing her former customers as “fratty and out of touch”.
— Old Row (@OldRowOfficial) April 9, 2023
Bud Light is also still partnering with LGBTQ+ causes and sponsoring Pride parades.
As Slay News reported, the company sponsored a particularly vulgar event in Toronto late last month, where naked adults were exposing themselves to children.
And, Whitworth hasn’t even ruled out partnering with Mulvaney again.
He wouldn’t speak directly to it when on “CBS Mornings” last week.
Bud Light’s move to alienate its customer base looks to be having far-reaching consequences throughout the company, not just for the executives.
😂 Noticed the same thing at my hood mart!! pic.twitter.com/BBvuHB8Qhu
— D0meztikM30ws (@D0meztikM30ws) July 2, 2023
As WRAL News reported last week, hundreds of employees will lose their jobs with a glass plant factory being forced to close down in mid-July:
In a statement last Thursday, the company told the Ruston leader in Lousiana that the Wilson plant is closing, along with the Ruston plant, which employs 245 people.
The statement doesn’t identify a specific reason for the closures, only calling them part of a “Multi-year Performance Optimization Program.”
“Since April, we’ve had a couple of machines down,” said James Munhall, Journeyman Machine Repair Mechanic. “It was, of course, being pointed towards the Bud Light situation.”
WRAL News obtained an internal memo from the Wilson plant manager dated May 18. it says, “Due to slow sales with Anheuser Inbev,” two of the factory’s production lines would be shutting down. Multiple longtime employees at the Wilson plant say most of their business was making bottles for Budweiser and bud light.
Industry data shows Bud Light’s sales fell 24% during May after a nationwide boycott over the brand’s partnership with a transgender influencer.
At a meeting at the Wilson glass plant last Wednesday, employees say the plant manager told them that boycott was forcing them to shut down.
“Because of Budweiser no longer selling the bottles, they no longer needed our product,” said David Williams, Machine Repair Mechanic.
However, some workers feel there are other issues at hand.
“Personally, I don’t believe this is all a Bud Light thing, I believe it’s the industry itself,” said Munhall.
Mulvaney is now turning on the brand too.
It’s not like he’d want to partner with the brand again regardless.
Mulvaney trashed the company late last week for failing to “stand by” him, speaking about the incident for the first time since it took place.
“I’m bringing it up because what transpired from that video was more bullying and transphobia than I could have ever imagined and I should have made this video months ago but I didn’t,” Mulvaney said in part.
“I was scared and I was scared of more backlash and I felt personally guilty for what transpired.”
Bud light is just flying off the shelves pic.twitter.com/SxBxbv7CFn
— Your feelings don't matter (@BADatpokeman) June 27, 2023
Mulvaney also said what took place was worse than the company not honoring a trans person at all.
“For a company to hire a trans person and then not publicly stand by them is worse in my opinion than not hiring a trans person at all,” Mulvaney said.
“Because it gives customers permission to be as transphobic and hateful as they want.”
Mulvaney also tried to focus on a larger conversation about trans people.
“And the hate doesn’t end with me,” he said.
“It has serious and grave consequences for the rest of our community.
“And we’re customers, too.”
A line of gay bars in Chicago also stopped selling the product, and its perfect Corporate Equality Index (CEI) score from the Human Rights Campaign came under threat, with those standards becoming increasingly extreme.