In response to plummeting Bud Light sales in the last week of April, parent company Anheuser-Busch InBev is reportedly offering every wholesaler employee a free case of beer.
The gesture, first reported by the Wall Street Journal, comes after a report from Bump Williams Consulting, a firm that specializes in the alcohol beverage market, revealed that sales of Bud Light dropped 26 percent after the brand partnered with transgender influencer Dylan Mulvaney, costing distributors millions of dollars daily.
“This can is not a formal campaign or advertisement,” reads a letter to distributors from the company, referring to a special Mulvaney-branded can sent to the influencer. “Our new Vice President of Bud Light and all of us at Anheuser-Busch are committed to reminding all of our consumers why they love Bud Light and why they’ve made it the #1 beer in America.”
Nope !!!!
dump that crap and all your other products down the drain!
“… to remind consumers why they love Bud Light…”
Why did they choose this beer flavored fizzy water over others? They “loved” Bud Light? What’s to love in a can of barely beer?
A great marketing case study of knowing your customer and not trying to alienate your base for 1% of the population. This was marketing insanity at its best. The risk was not worth the reward and now they must pay the price.