Bud Light’s Fright: Beer Brand Suffers $390M Sales Drop in Q2.

Anheuser-Busch’s Costly Mistake: A Lesson in Branding

Anheuser-Busch took⁤ a Mike Tyson ⁤punch to the gut in the second quarter, losing a staggering $390 million in U.S. sales after its ill-fated partnership with transgender influencer Dylan Mulvaney.

Figures revealed a ⁤staggering 10.5% drop in total ⁣U.S. revenue ⁣during the April-to-June period‌ compared to the previous year. The company attributed the grim financials to the dwindling popularity of its Bud Light ⁣brand, admitting⁤ a “volume decline” in the brew’s second-quarter profits.

VP of Marketing ⁢Alissa Heinerscheid, 39, and VP for Mainstream Brands Daniel Blake, 34, both took a voluntary leave of absence following the backlash.

Anheuser-Busch‌ tried to extinguish the flames shortly after the debacle began in April,‍ sending a letter directed toward customers and distributors.

“This was one single can given to one social media influencer,” ‍the letter said ​in May. “It was not made for production or sale to the general public. This can is not a formal campaign or advertisement.”

“Anheuser-Busch ​did not intend to create controversy ‍or make a political statement,” the letter read. “In reality, the Bud Light can posted by a social media influencer that ⁤sparked ‌all ⁢the conversation⁢ was provided by an outside agency without Anheuser-Busch management awareness or approval.”

In the latest numbers, the brewing behemoth revealed a massive 14% plunge in sales to U.S. retailers, saying it “underperformed the industry.” It was a clear consequence of linking their brand to Mulvaney.

In the ⁤second quarter of 2022, Anheuser Busch ‌raked in a sumptuous $2.73 billion from beer sales to retailers. However, ⁢that number tanked to a dismal $2.35 billion in the ⁤second quarter of 2023 – a staggering loss of $390 million in just one year.

Addressing the adverse consequences, the company attributed the plummeting sales to the severe backlash it faced for partnering with ​Mulvaney, ⁣who received a unique can marking “365 days of being a girl” – the influencer’s​ self-described⁤ transition from male⁤ to female.

Mulvaney hasn’t helped. In‍ a post to 1.8 ‍million‌ followers, Mulvaney talked about “waiting for the brand to reach out to me, but they never did. I’ve been scared to leave‌ my house.”

“For a company to​ hire a trans person and then⁣ not publicly‍ stand by ‌them is worse than not hiring a trans person at all.⁤ I have been ridiculed in public, I’ve been followed and I ‌have felt ​a loneliness that I wouldn’t wish on anyone,” Mulvaney said.

After Mulvaney went public with the criticism, Anheuser-Busch hit back to say it was “committed to⁣ the programs and partnerships”​ they have forged with the LGBTQ+ community.

“As we move ‌forward, we‍ will ‌focus on‍ what we do ⁣best ⁣– brewing great beer for ‍everyone and earning our place in ‍moments that matter to our consumers,” the company said.

The views expressed in this piece are⁣ the author’s own and do not necessarily represent those of The Daily Wire.

Joseph Curl has covered politics for 35 years, including 12 years as White House correspondent for a national newspaper. He was ⁢also the a.m. editor of the Drudge Report for four years. Send tips to [email protected] and follow him on‌ Twitter @josephcurl.