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Bud Light received more bad news as sales continued to plummet more than one month after its partnership with Dylan Mulvaney.
According to Bump Williams Consulting and NielsenIQ, retail sales for the brand dropped 23.6% in the week ending May 6th.
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Overall, parent company Anheuser-Busch saw a massive decline during the weeks ending on April 29 and May 6.
This includes Budweiser falling 11.4% and 9.7%, Michelob Ultra dropping 4.3% and 2.9%, and Natural Light falling 5.2% and 2.5%.
Bud Light has made some changes following the boycott.
VP of Marketing Alissa Heinerscheid took a leave of absence. She criticized the “fratty” image of the beer brand.
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Bump Williams, the chief executive of the consulting firm, said in an interview with the New York Post, which exclusively obtained the data, that the company is “running out of time to fix the problem as the summer selling season unofficially started last weekend and Memorial Day is in two weeks.” Anheuser-Busch met with distributors last week to discuss strategies for responding to the backlash, which may include a redesign of Bud Light and Budweiser aluminum bottles.
Williams remarked that weekly declines for Bud Light have “started to settle” in the negative 20% range and said that the typical Bud Light drinker is still “waiting for a genuine and sincere apology” from Anheuser-Busch, as well as a “crystal clear communication on exactly what happened.”
The continued woes for Anheuser-Busch brands occur after the firm made several attempts to remedy relationships with consumers. Executives have downplayed the extent of the partnership and even hired veteran Republican lobbyists in efforts to win back conservatives who once consumed the beer.
The fallout against Bud Light and other Anheuser-Busch brands appears to have been a windfall for competitors: sales of Pabst Blue Ribbon increased 21.6% year-over-year in the week ended May 6, a slight improvement from the 18.9% increase in the week ended April 29. Miller High Life saw sales rise 10.4% in the week ended May 6 and 8.3% in the week ended April 29.
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