Modelo Especial now outsells Bud Light as the top-selling beer in the US.

Bud Light Sales Slump as Modelo Especial Takes the Lead

After a controversial partnership with transgender influencer Dylan Mulvaney, Bud Light’s sales have continued to decline. In May, Nielsen data analysis by consulting firm Bump Williams showed that Modelo Especial had taken the top spot in the U.S. beer market with 8.4% of the country’s beer sales, while Bud Light’s retail sales dropped to a 7.3% representation.

This drop in sales is not just a Bud Light issue, but an Anheuser-Busch portfolio problem, according to Bump Williams. Total Anheuser-Busch beer volumes fell 12.5% in April, with brands such as Molson Coors and Constellation Brands seeing increases of 7.6% and 3.8%, respectively.

A Critical Summer for Bud Light Distributors

The decline in sales could lead to layoffs for Bud Light distributors, making for a critical summer. “Our year is screwed,” said an Anheuser-Busch distributor to the Wall Street Journal.

Other brands that have partnered with Mulvaney, including Maybelline, Nike, and possibly Kellogg’s, have also felt the consumer backlash.

“It’s not just about selling beer, it’s about selling a brand and a lifestyle. Consumers want to feel good about the products they buy and the companies they support. Bud Light’s partnership with Mulvaney has clearly not resonated with their target audience.”

As Bud Light struggles to regain its footing, Modelo Especial and other beer brands are capitalizing on the opportunity to gain market share.

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