Bud Light CEO dismisses backlash over Mulvaney partnership as ‘misinformation’, says it was just one post and not a campaign.

Bud Light CEO Dismisses Controversial Partnership with Social Media Influencer

Bud Light’s recent partnership with social media influencer Dylan Mulvaney, who claims to be a woman, has caused a significant drop in sales for the beer brand. However, Michel Doukeris, the chief executive of Bud Light’s parent company Anheuser-Busch InBev, dismissed the controversy during an analyst call on Thursday.

Clarifying the Facts

Doukeris stated that social media users are spreading “misinformation” about the nature of the partnership and that the controversy is about “one influencer, one post and not a campaign.” Despite this, sales for draft beer products marketed by Anheuser-Busch InBev have continued to decline in the aftermath of the partnership.

Providing Support for Workers

To address the boycott, Anheuser-Busch is now “providing direct financial support” to delivery drivers, sales representatives, wholesalers, bar owners, and other workers affected by the controversy. Doukeris believes that the company has the experience, resources, and partners to manage the situation and that their four-year growth outlook remains unchanged.

Changes in Leadership

Senior marketing executives were sidelined following the partnership with Mulvaney. Alissa Heinerscheid, who was responsible for the collaboration, was placed on a leave of absence, while Daniel Blake, who leads marketing efforts for mainstream Anheuser-Busch brands, was also placed on leave.

Response to Criticism

Anheuser-Busch chief executive Brendan Whitworth issued a statement in response to the controversy but did not mention Mulvaney or apologize to customers, provoking additional criticism from consumers. The beverage firm also took a dismissive tone toward the Mulvaney partnership in a letter sent to wholesalers.

Hiring Republican Lobbyists

Anheuser-Busch recently hired veteran Republican lobbyists to win back conservatives upset by the partnership. Sean McLean and Emily Lynch were listed in a federal disclosure as individuals expected to work as lobbyists for Anheuser-Busch.

• Bud Light’s partnership with social media influencer Dylan Mulvaney has caused a significant drop in sales for the beer brand.
• Anheuser-Busch is providing direct financial support to workers affected by the controversy.
• Senior marketing executives were placed on leave following the partnership.
• Anheuser-Busch hired Republican lobbyists to win back conservatives upset by the partnership.

Despite the controversy, Doukeris believes that Anheuser-Busch has the resources and partners to manage the situation and continue to bring people together over a beer.