Marketing Misfire: Bud Light Sales Tumble Following Dylan Mulvaney Controversy

Sales of Bud Light dropped 17% in terms of dollars in the week ending April 15 according to sales data from NielsenIQ and Bump Williams Consulting. The sales drop comes after a marketing controversy that featured transgender influencer Dylan Mulvaney. 

Many Bud Light customers took to social media to voice their frustration that the beer brand, which is owned and operated by Anheuser-Busch InBev BUD, endorsed a transgender person. Country music star Travis Tritt even said that he would be removing Bud Light from his rider. Kid Rock even posted a video of him shooting cans of Bud Light with a semi-automatic rifle.

But, the market doesn’t seem to be too worried about the controversy. In fact, Anheuser’s stock is up more than 4% throughout the last month or so, despite taking a slight dip following the controversy. The company has responded to those that have voiced their concerns and even placed two marketing executives on leave. 

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“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics,” the brewery giant told CNN last week. “From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”

So far, it hasn’t necessarily been a successful marketing campaign for Bud Light. Although, it doesn’t appear that the market is reacting as dramatically as some people on social media.

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