Bud Light, a popular beer brand, has recently experienced a significant drop in sales, with numbers down 17% in the week of April 15th compared to the same week in 2022. According to the “Beer Board,” which tracks sales at around 3,000 locations, Bud Light is also down 21% in pours. This decline in sales has led to a leave of absence for Alicia Scheinerfeld, the VP of Marketing responsible for the controversial marketing decision, as well as her boss.
Previously, Bud Light had been poured 15% more than its rival light beers, such as Miller Lite and Coors. However, following the marketing controversy, sales of these rival beers have grown nearly 18% compared to the same week a year earlier.
The marketing decision in question involved featuring Dylan Mulvaney, a controversial trans influencer, as the face of the brand. This decision was likely motivated by the company’s desire to appeal to a more progressive audience and improve its ESG (Environmental, Social, and Governance) score. Bud Light, like many other large corporations, is focused on receiving high scores from the Human Rights Campaign and promoting initiatives like Pride.
However, this marketing choice seems to have backfired, alienating a large portion of Bud Light’s core consumer base. Many people now perceive the brand as uncool and are boycotting it as a result. This shift in perception may have long-term consequences for the company if it fails to make amends with its customers.
The controversy surrounding Dylan Mulvaney has only added fuel to the fire. Critics argue that Mulvaney has not been genuine in their gender identity journey, initially identifying as non-binary before adopting a female identity. Many also argue that Mulvaney’s portrayal of women is offensive and caricature-like, further contributing to the negative sentiment towards Bud Light.
While it is uncertain whether the company will learn from this marketing mistake, it serves as a cautionary tale for other brands attempting to navigate the complex landscape of social issues and consumer preferences.