Anheuser-Busch launched a new marketing campaign Wednesday, the same day CEO Brendan Whitworth appeared on national television and refused to say whether working with a transgender star to market Bud Light was a mistake.
In an interview on CBS Mornings, Whitworth said the Bud Light discussion has “moved away from the beer” in the weeks since transgender influencer Dylan Mulvaney posted a video promoting the brand in April. Bud Light sales have plummeted after people offended by the partnership called for a boycott in protest. In May, Modelo overtook AB beer as the best-selling beer.
Months after the video, the company continues to question how the beer maker feels about LGBTQ+ rights. Whitworth said Bud Light became part of a controversial discussion that Bud Light didn’t belong in.
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When asked if it was a mistake to send Mulvaney a personalized tin, the CEO cited the company’s 25 years of support for the LGBTQ+ community.
“We will continue to support the communities and organizations we have supported for decades, but as we move forward we want to focus on what we do best, which is brewing great beer for everyone, listening to our consumers, being humble and. “We listen to them, make sure we’re doing what’s right for our people, care about and support our partners, and ultimately make a difference in the communities we serve,” Whitworth said.
Whitworth said the company is tripling its investment in Bud Light this year, with promotional campaigns and events over the summer in addition to the upcoming NFL season.
The latest advertising campaign, That’s Who We Are, features a number of local workers dedicated to the production and distribution of AB beers.
More than 140 AB employees, growers, wholesalers and partners helped create the ad, which highlights communities like St. Louis, Houston and Parma, Idaho.
Bud Light’s parent company saw its market value drop by nearly $5 billion after collaborating with trans influencer Dylan Mulvaney.
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