(RepublicanDaily.org) – Three months ago, Bud Light partnered with transgender social media influencer Dylan Mulvaney to market their beer. Conservative Americans including Daily Wire host Matt Walsh led a boycott of Bud Light over the partnership, arguing that it disrespected the social beliefs of traditional and Christian Americans. Since that time, Bud Light’s sales have gone down sharply and are still showing no signs of a rebound, down an average of 27% per week compared to normal weekly sales volumes.
In the wake of Bud Light’s partnership with Mulvaney, the influencer was sent customized Bud Light cans and filmed promotional videos featuring them, which Mulvaney posted on TikTok. The now-defunct collaboration led to fallout at Bud Light, including the company placing VP of marketing Alissa Heinerscheid on involuntary and indefinite leave and replacing her with industry veteran Todd Allen. Heinerscheid claimed that the move was something she decided on in order to rebrand Bud Light and help give it a less “fratty” image. Bud Light has lost an estimated $6 billion in market share as a result of the fallout from their ill-fated partnership with the LGBT influencer.
According to beer journalist Harry Schumacher, the main reason for the decline in sales is not so much the boycott itself as it is the people’s desire to avoid any type of “controversial” conversation in the first place. It’s not just that Bud Light is going down in sales, it’s also that other brands are going up, including a 14.3% jump for Miller Lite and a 17.8% rise for Coors Light by the end of last month. At this time, Modelo Especial is the best-selling beer in the United States, whereas formerly prior to the Mulvaney partnership, it was Bud Light.
At the same time as opponents of the Bud Light – Mulvaney collaboration may celebrate this news, it’s worth noting that Modelo is owned by the same parent company as Budweiser and Bud Light, namely AB InBev.
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