Bud Light reportedly told wholesalers that the company would buy back cases of unsold, expired beer amid the ongoing boycott of Anheuser-Busch brands, the Wall Street Journal reported.
The company’s disastrous promotional partnership in April with transgender influencer Dylan Mulvaney has resulted in a drop in sales for six weeks in a row.
In an effort to turn around the company’s image, Anheuser-Busch plans to include Bud Light in its sponsorship of a veterans organization, the WSJ reported.
The outlet also stated that the beer maker has started reinvesting in television commercials that include themes such as country music and football.
Anheuser-Busch partners with 385 independent distributors in the United States, many of which are family-owned businesses, the WSJ reported.
To compensate wholesale companies that lost profit during the Bud Light boycott, the beer maker offered to buy back cases that had gone unsold and have since expired.
Anheuser-Busch InBev Chief Executive Michel Doukeris stated, “In the current environment in the social media landscape, you know that consumer brands in different situations might be pulled into the discussion.”
LOL
They will send it overseas.