Bud Light's Bold Strategy: Will They Win Back Customers With This Controversial Marketing?

The results are in, and who is the winner? Not Bud Light.

According to Fox News, the company's sagging sales in the beer market have been consistent and going from bad to worse. The figures for the week leading into Father's Day saw beer volumes down by 31 percent, according to data supplied by Nielsen. Competitors such as Coors Light and Miller Lite had increased volumes in beer sales.

The slide in Bud Lite sales began after the company promoted transgender Dylan Mulvaney with a celebratory specialty beer can design in April.

Harry Schuhmacher of Beer Business Daily said the consistent sagging sales look like "business as usual." Schuhmacher told Fox New Digital, "The trends have remained almost the same since about mid-May...now it's almost like business as usual." Schumacher added, "It's surprised a lot of people, even their competitors, who are really struggling to keep up to supply the beer." "It's not like flipping a switch."

 INTERESTING WATCH: RFK TALKING TO GLENN BECK ON WORLD ECONOMIC FORUM

Schuhmacher has stated that Anheuser-Busch has taken the necessary steps to combat the backlash, such as significantly reducing the price of beer and offering rebates. In some markets, the beer is "basically free to the consumers."

The company has also included strategies to help distributors, increased the budget for marketing, and launched a new ad campaign for the summer. CEO Brendan Whitworth is also part of the plan to explain the Mulvaney debacle by appearing on the CBS Mornings telecast.

 WATCH: WE NEED MORE DAD'S LIKE THIS

On Wednesday, Whitworth was asked if the company could do it again and send the specialty beer can to Mulvaney. Whitworth didn't provide a clear answer one way or the other.

Schuhmacher said, "I think he skirted around a lot of the tough questions. The main one being, 'Would you do this Mulvaney promotion again?' and he wouldn't answer yes or no. He kind of danced around it." "I see that's the issue there. But I mean, they're down 30 percent. I think the answer is 'No, you wouldn't do it again.' "Without... throwing any shade to the trans community, I think just from a business perspective, you know, it wasn't a great idea, clearly."

 WILL HARVEY WEINSTEIN'S RETRIAL ACTUALLY EVER HAPPEN?

Schuhmacher continued, "Everything they post just gets slammed by consumers. And I think their strategy now is just to keep posting, just keep moving on." "At some point, maybe people will get tired of posting memes and making fun of the brewery, and I think that's their strategy for now."