We have previously reported on the self-inflicted brand wound Budweiser and Bud Light suffered. Bud Light Vice President for Marketing Alissa Heinerscheid and her boss Daniel Blake, who oversees marketing for Anheuser-Busch’s mainstream brands, took ‘leaves of absence’ in April, leaves which were reported to not have been voluntary.
Report: Bud Light Makes Decision On Execs Responsible For March Madness Controversy
Story by Chris Rosvoglou • Tuesday, June 27, 2023
According to a report from the Daily Caller, the executives at Anheuser-Busch responsible for the Bud Light controversy that took place during March Madness are out.
Bud Light partnered up with transgender influencer Dylan Mulvaney during the NCAA Tournament. That didn’t sit well with a large portion of Bud Light’s consumer demographic.
The Daily Caller was told that group vice president for marketing Daniel Blake and Bud Light marketing vice president Alissa Heinerscheid are “gone gone.”
Assuming that this report is accurate, it sends a strong message to other corporate executives: f(ornicate) up like this, and you are toast. Not just toast, but toast which has fallen on the floor, buttered side down.
Just Embarrassing! Bud Light Hits New Weekly Low In Sales After Dylan Mulvaney Disaster, Down Nearly A Whopping 30%
Story by Andrew Powell • Monday, June 26, 2023
It just gets worse and worse for Bud Light.
Under the Anheuser-Busch umbrella, Bud Light has been tanking in sales ever since their horrendously bad decision to partner with Dylan Mulvaney. And judging by the latest sales data, it doesn’t look like the bleeding will stop anytime soon. As a matter of fact, the blows to Bud Light have gotten worse.Also see: William Teach: Bud Light Continues Digging, Brings Back “Old” Mascot
Compared to the same time period of 2022, sales for the beer company are down a whopping 28.5%, according to data for the week ending June 17 from Bump Williams Consulting and NielsenIQ via the New York Post.
Last week, Bud Light’s decline was at 26.8%, making this week actually worse than prior.
When it comes to the Anheuser-Busch brand altogether, Bud Light isn’t their only beer taking a hit because of their “wokeness.” With their other drinks, Budweiser’s sales are down 12.3%, while Busch Light has dipped 8.1% and Michelob Ultra took a 4% slide, according to Bump Williams Consulting and NielsenIQ data.
Bud Light’s competition, meanwhile, is taking complete advantage of their collapse with skyrocketing numbers. Rival Yuengling Lager has shot up 25.1%, while Coors Light is seeing green at 21.8% and Miller Lite is at 16%.
It’s not just sales either. The stock price of Anheuser-Busch has slipped 15.33% since the Mulvaney campaign. At the end of March around the time of the NCAA college basketball tournament, the beer corporation’s stock was at $66.73. As of Monday afternoon, it’s down to $56.50. In total, Anheuser-Busch’s stock has seen a 15% decline.
There’s more at the original, and while I hate to see anyone get fired, Mr Blake and Mrs Heinerscheid caused a backlash that has cost Bud Light more than a quarter of its total sales. I’m guessing that the lawyers have managed to get some non-disclosure agreement contract buyout for the former execs, but tanking your company’s sales by more than a quarter is an unrecoverable error.
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A bad advertising campaign is one thing, but mocking your customer base is something else. AB-Inbev is still supporting a drag show in Toronto. I guess the boys in St Louis and Inbev just don’t care. Woke seems to be more important than sales. Used to be that a company was all about making a profit by delivering a desireable product. Now it seems to be burning a corporate reputation to peddle “Woke”. There are a swarm of similar “Lite” beers that should be thankful and very careful about who they hire and who they mock.
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