Bud Light beer sales are down by over a quarter percentage, year over year, after the disastrous partnership with transgender influencer Dylan Mulvaney.
On Sunday, Beer Business Daily reported that the beer’s off-premise sales volume – meaning the amount of beer sold outside of restaurants and bars – had fallen by 26.1 percent from a year earlier in the week ended April 22.
Sales were down 21.1 percent the week prior.
In the news: Bud Light’s “Marketing Guru” Takes Leave After Face Of The Brand Changed
Competitive brands Coors Light and Miller Lite found consumers coming their way and reported increases in sales.
“The shocking deterioration of Bud Light Blue’s market share continued apace through the third week of April — and actually somehow worsened. We’ve never seen such a dramatic shift in national share in such a short period of time,” Beer Business Daily wrote on its website.
As The Free Press reported in April,
Bud Light took the rare step of ousting not one but two top executives for the ongoing PR debacle involving the ad campaign featuring the transgender influencer Dylan Mulvaney.
But the company took an even rarer step by bringing aboard conservative marketing gurus to literally right Bud Light’s listing ship.
According to Fox Business, Bud Light hired “two consultants with experience in Washington, D.C.’s conservative circles to advise the brand moving forward.”
In the news: Report: A Second Bud Light Executive Is Out After Blowback From Conservatives
Sean McLean and Emily Lynch, consultants from a firm called Origin Advocacy, will try to lead Bud Light out of its tailspin.
The New York Post reported on Monday that Bud Light sales dropped a disastrous 17% in actual dollars and 21% in volume for the week that ended April 15. That was far worse than the initial shock of the campaign featuring Mulvaney. As of April 8, one full week of the campaign debuted, Bud Light sales were down 6% in and 11% in volume.
As for the new consultants, Fox Business reports that McLean is a veteran of former President Donald Trump’s administration, and he once worked on the legislative staff of Texas GOP Sen. Ted Cruz.
Lynch had previously served on the staffs of Republican Rep. Virginia Foxx of North Carolina and former GOP Sen. Kelly Ayotte of New Hampshire.
In the news: Bud Light’s “Marketing Guru” Takes Leave After Face Of The Brand Changed
Bud Light has been scrambling to find the right message — as well as a message that appeals to the right — since the Mulvaney campaign went public.
The pitch featuring Mulvaney, a biological man who identifies as a woman, who Bud Light presented a can featuring his image, drew harsh criticism from conservatives, including singers Kid Rock and Travis Tritt and Florida Republican Gov. Ron DeSantis.
“Why do you want to drink Bud Light?” DeSantis told conservative journalist Benny Johnson last week, as The Free Press reported.
“Honestly, that’s like them rubbing our faces in it. And it’s like these companies, if they never have any response, they’re just gonna keep doing it.”
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