Bud Light Sales Fall 26% as Transgender Backlash Worsens
The Dylan Mulvaney controversy continues to hurt Bud Light.
Beer Business Daily reported Sunday that Bud Light’s sales volume for beer sold outside of restaurants and bars–was down 26.1% from a year earlier for the week that ended April 22.
On April 1, Mulvaney, a transgender social media influencer, posted a video of herself cracking open a Bud Light on her Instagram page. She showed off a can with her face on it that Bud Light sent her — one of many corporate freebies she gets and shares with her millions of followers.
Three days later, entertainer Kid Rock posted a video of himself shooting cases of Bud Light. He joined a chorus of conservative critics who objected to the company’s marketing partnership with Mulvaney. The outrage comes at time when transgender issues — including gender-affirming health care and participation in sports — are a divisive political topic, especially in red states.
Beer Business Daily noted that Coors Light volume was up 13.3% in the third week of April, while Miller Lite volume rose 13.6%. The swap in market share between Coors Light and Miller Lite versus Bud Light has been nearly one-for-one, according to the trade publication.
Read more at Barron’s