FOX Business’ Lydia Hu opens up about the fallout from Bud Light’s controversial partnership with transgender influencer Dylan Mulvaney.
Bud Light and Budweiser, who belong to the same parent company, have not tweeted in over a month after their replies were dominated by thousands of comments criticizing Bud Light’s decision to hire a transgender influencer to promote their to advertise brand.
The company last tweeted on April 14 with a picture of a Bud Light can with the caption “TGIF?” Girlhood” became famous. Bud Light’s previous tweets contained similar complaints, and the account has since been inactive.
“Just bought my first case of @CoorsBanquet in decades,” responded one Bud Light user. “No more @Budweiser #GetWokeGoBroke”
| ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| BUD | ANHEUSER-BUSCH INBEV | 57.15 | +0.28 | +0.50% |
| MLR | MILLER INDS | 33.98 | -0.13 | -0.38% |
| BEAT | MOLSON COORS BEVERAGE CO. | 60.63 | -0.10 | -0.16% |
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Bud Light has faced backlash from longtime clients over its recent campaign with transgender activist Dylan Mulvaney. (Instagram/Fox News / Fox News)
Budweiser’s main account and Budweiser USA’s account have also been inactive for over a month. Budweiser USA’s latest tweet was posted on the same day as Bud Light’s latest tweet, which featured an ad featuring his infamous Clydesdale horses, but still received over 25,000 mostly critical replies.
Bud Light, whose parent company is Anheuser-Busch, has struggled to sell its product since partnering with Mulvaney in March, which included custom beer cans featuring the transgender influencer’s face. The company’s sales have been falling for six weeks since calls for a boycott of the beer. Anheuser-Busch’s main Twitter account has also not tweeted since April 14 tweeted his statement In response to the backlash from Mulvaney, he received over 25,000 replies.
According to Beer Business Daily, Bud Light sales for the week ended May 13 were down 28.4% from a year earlier. Sales of other Anheuser-Busch products also fell, such as Michelob Ultra, which fell 6.8% in the week ended May 13. Meanwhile, Coors Light and Miller Lite increased sales by 16.9% and 15.1%, respectively.
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“Hard pass,” a Twitter user replied to Bud Light. “Woke beer is gross.”
To boost sales, Bud Light introduced a promotional discount ahead of Memorial Day weekend. The rebate included an amount “equal to the purchase price of one (1) pack of 15 or larger, up to $15” of Bud Light, Budweiser, Budweiser Select or Budweiser Select 55 purchased through the Anheuser-Busch Digital Prepaid Mastercard became. Some retailers sell a 15-pack for less than $15, meaning the discount makes these beers free.
Anheuser-Busch beer merchants struggled to keep up their business despite the boycott. According to the Wall Street Journal, the company told its wholesalers that it would be buying back expired Bud Lights.
Brendan Whitworth, CEO of Anheuser-Busch (Anheuser-Busch)
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Anheuser-Busch CEO Brendan Whitworth released a statement in April as his company’s boycott gained momentum.
“We never intended to be part of a discussion that divides people,” Whitworth said. “Our job is to bring people together over a beer.”
Alissa Heinerscheid, Bud Light’s vice president of marketing, and Daniel Blake, Budweiser’s group vice president of marketing, have been placed on leave for their oversight of the decision to work with Mulvaney.
“Given the circumstances, Alissa has decided to take a leave of absence, which we support,” an Anheuser-Busch spokesman told The Journal. “Daniel has also decided to take some time off.”
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The decision to take leave was “not voluntary,” reported The Journal.
Mulvaney shared videos on April 1 announcing his partnership with Bud Light to celebrate the end of March Madness and celebrate “365 days of girlhood.”
Rapper and singer Kid Rock posted a video to Instagram last month of him shooting cans of Bud Light in response to the Mulvaney partnership.