Sales in the last week of June were down nearly 28% year on year, according to Nielsen IQ data cited by Bump Williams Consulting.
Last month, Bud Light launched a summer ad campaign with weekly $10,000 giveaways to boost sales. This tactic didn’t stop the bleeding.
Earlier this month, the beer’s Fourth of July message was met with backlash. Consumers took aim, once again at the beer company after it posted on social media, “It’s 4th of July weekend, enjoy some beer.”
It was the same week Dylan Mulvaney, a Transgender influencer, said she felt abandoned by Bud after facing “more bullying and transphobia than I could have ever imagined” over her partnership with the beer giant.
To make matters worse Florida’s Governor DeSantis expressed concerns about Anheuser-Busch’s actions. He is questioning whether the company pursued a political agenda at the expense of its shareholders.
The Dylan Mulvaney controversy created an immediate backlash and continues to impact the brand. And after months of turmoil, the company announced the layoffs.
