Bud Light just suffered its worst weekly sales drop since the disastrous marketing campaign with transgender influencer Dylan Mulvaney.
The brand’s sales dropped 26.8 percent for the week ending June 10, the worst week-on-week performance since the backlash from its early April advertising campaign.
This is even a bigger fall from the week ending on June 3, which saw a 24.4 percent drop. And the new low beats the previous worst – an almost 26 percent drop – for the week ending May 25.
AB InBev’s global chief marketing officer Marcel Marcondes said:
“In times like this, when things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers, for us to be very humble.
“It’s tough to see all the controversial and divisive debates happening in the U.S. the last couple of weeks involving lots of brands and companies, including, especially, Bud Light.”
— NEWSMAX (@NEWSMAX) June 21, 2023
The CEO of the embattled company issued a desperate letter to its customers to try to stem the tide.
Brendan 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.”
DeSantis: “I’ll serve you anything but Bud Light.” 😂 pic.twitter.com/TtLjH0HqSh
— Liz Wheeler (@Liz_Wheeler) June 17, 2023