It’s been a bloodbath for Bud Light ever since they announced partnering with transgender influencer Dylan Mulvaney.
Their sales may never recover from their self-inflicted troubles.
Bud Light’s decision to go woke has backfired against them in a stunning billion-dollar loss.
Earlier this month, Bud Light announced their partnership with transgender influencer Dylan Mulvaney.
In a promotional video, the transgender Mulvaney is dressed as Audrey Hepburn’s character in Breakfast at Tiffany’s and drinks Bud Light from a can featuring Mulvaney’s face.
“This month I celebrated my day 365 of womanhood and Bud Light sent me possibly the best gift ever — a can with my face on it,” Mulvaney says announcing the deal.
A spokesperson for the beer company confirmed the partnership, saying Mulvaney was one of “hundreds of influencers” Bud Light works with to “authentically connect” with consumers.
“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,” the spokesperson said as reported by the Daily Caller.
But the general public wasn’t buying any of it anyways – and the promo campaign sparked a nationwide backlash that’s already cost Anheuser-Busch more than $6 billion dollars in consumer loss.
“This boycott seems to have more legs than most,” said Justin Kendall, editor of the craft beer industry publication, Brewbound, to The New York Post.
“It started out as a conversation on social media and has breached into mainstream media.”
“I simply don’t understand why they hired the person who was doing the marketing. I mean, if you’re a target customer is Kid Rock, and then all of a sudden you decide to go to RuPaul, that just doesn’t make any sense at all,” oXYGen Financial CEO Ted Jenkin told Fox News Digital.
“They generally focus on getting blue-collar workers and younger adults that are 25 to 29 years old. So, I don’t think that this one campaign is going to colossally destroy the brand,” Jenkin continued.
“But certainly short term, it puts doubt into their loyal drinkers of Bud Light to say, ‘Do I want to continue to be drinking Bud Light based upon who they’re showing representing Bud Light?’”
In a video that’s since surfaced and gone viral, Alissa Heinerscheid – the visibly young and woke marketing vice president for Bud Light – explains her intentions of rebranding Bud Light’s “fratty” and “out of touch” image.
“Like we need to evolve and elevate this incredibly iconic brand. And what I brought to that was a belief in ok what does evolve and elevate mean? It means inclusivity, it means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and appeals to women and to men. And representation is sort of at the heart of evolution,” Heinerscheid said.
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