‘Staggering’: Bud Light sales plunge 17% amid Dylan Mulvaney controversy
Bud Light has suffered a “staggering” sales hit following the beer brand’s controversial marketing tie-up with transgender influencer Dylan Mulvaney — with the latest data showing an alarming 17% drop, according to an industry research firm.
The latest sales data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15. That’s sharply ahead of the 6% drop in sales dollars and 11% drop in volume that Bud Light had suffered during the week ended April 8 — the seven days that immediately followed the April 1 launch of the controversial Mulvaney campaign on social media.
“These numbers are staggering,” according to an April 23 report from Insights Express, a beer-focused newsletter. “Right now this is an extremely difficult scenario for Anheuser Busch, the Bud Light brand and for AB distributors.” The Mulvaney campaign has unleashed a torrent of negative publicity for the Anheuser-Busch, which announced on Friday and over the weekend that the marketing executives responsible for tapping Mulvaney –
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