Everybody has heard the expression, ‘Get #woke^[1]From Wikipedia: Woke (/ˈwoʊk/) as a political term of African-American origin refers to a perceived awareness of issues concerning social justice and racial justice. It is derived from … Continue reading, go broke.’

Some on the left thought that the backlash against Bud Light over the Dylan Mulvaney stunt would fade relatively quickly. In news which might call into question other corporations and their ‘celebration’ of homosexual ‘Pride Month,’ it looks like that hasn’t happened yet. From The Wall Street Journal:

Bud Light Loses Title as Top-Selling U.S. Beer

Modelo Especial in May took over the top sales spot, reflecting the enduring damage from a Bud Light boycott

By Jennifer Maloney | Tuesday, June 13, 2023 | 8:58 PM EDT

Bud Light no longer rules the American beer market.

Modelo Especial overtook the brand as the top-selling U.S. beer in May, punctuating a monthslong boycott of Bud Light that has reshuffled the beer industry.

Modelo represented 8.4% of U.S. retail-store beer sales in the four weeks ended June 3, compared with 7.3% for Bud Light, according to an analysis of Nielsen data by consulting firm Bump Williams.

Bud Light’s sales have tanked since April, when transgender influencer Dylan Mulvaney posted an image on Instagram of a personalized Bud Light can that the brand had sent her as a gift. The Instagram post sparked an uproar, and brewer Anheuser-Busch InBev’s BUD: (%) response to the boycott angered even more people.

Bud Light’s sales were down about 24% in the week ended June 3 compared with the same week last year, according to Bump Williams. Other Anheuser-Busch brands also have taken a hit, including Budweiser and Michelob Ultra.

At least as of June 1^th, it was “unclear” whether Bud Light’s vice president for marketing Alissa Heinerscheid remains on her ‘leave of absence’ or has returned to work. That was the latest information I could find in a Google search for Alissa Heinerscheid.

One would have thought that other corporate leaders, seeing what happened to Mrs Heinerscheid and her boss, Group Vice President for Marketing at Anheuser-Busch Daniel Blake, who also took a ‘leave of absence,’, reportedly involuntarily, would have tempered the response of other corporate executives to going all-in on ‘Pride Month,’ but some took the leap anyway.

The continued decline through May is an ominous sign for Bud Light distributors during what they say is a make-or-break stretch between Memorial Day and the Fourth of July. Most Anheuser-Busch distributors are independently owned, many of them by families who have sold Budweiser for generations. Some Anheuser-Busch distributors said they are now contemplating layoffs. Others who also carry Constellation brands said their losses have been partially offset by Modelo’s surge.

“Our year is screwed,” said an Anheuser-Busch distributor who doesn’t carry Modelo.

In other words, it isn’t just Mr Blake and Mrs Heinerscheid who have suffered^[2]I have not seen any public information as to whether Mr Blake or Mrs Heinerscheid are being paid during their involuntary leaves of absence.; many small business owners have lost a lot of business, and some of their employees may lose their jobs.

Since the boycott, Anheuser-Busch has accelerated production of new Bud Light ads, leaning into the themes of football and country music. The brewer also told its distributors that it would buy back unsold cases of beer that have gone past their expiration date.

In other words, ‘leaning into the themes’ that are not controversial or political, which is pretty much what sensible advertisers have been doing since advertising began. Try to get a few new customers, and don’t piss off the ones you already have. One would have thought that the Harvard-educated Mrs Heinerscheid would have already known that, but apparently if one did think that, one would have been wrong.