Trickle Down Fallout: Bud Light's Mistakes Are Now Costing Job Losses In Unlikely Places While Selling For Less Than A Case Of Water

Written By BlabberBuzz | Tuesday, 04 July 2023 02:10 PM
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Trickle Down Fallout: Bud Light's Mistakes Are Now Costing Job Losses In Unlikely Places While Selling For Less Than A Case Of Water

Bud Light, once the most popular beer in the U.S., is now being sold for less than water in some American warehouses.

According to Andy Wagner, the manager of Glenn Miller's Beer & Soda Warehouse in Lemoyne, Pennsylvania, a 30-pack of Bud Light is priced at $8.99 after a rebate, while a 30-pack of Miller Lite is selling for $24.99.

Wagner remarked, "At this point, it's cheaper than some of the cases of water we're selling in the back. It's just not moving like it used to."

The decline in Bud Light's sales can be attributed to a collaboration between the beer brand and transgender activist Dylan Mulvaney. Mulvaney shared on social media cans of Bud Light featuring her face, celebrating a milestone in her viral "365 Days of Girlhood" series, where she documents her daily experiences as a transgender woman on TikTok.

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However, this partnership has faced significant backlash from consumers, leading to some stores giving away the beer for free and Bud Light buying back expired beers from wholesalers.

The boycott and criticism from consumers have had a significant impact on Bud Light's parent company, Anheuser-Busch.

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The Wall Street Journal reported that the company's sales have dropped nearly 30 percent since the controversy began.

Members of the LGBTQ community have also withdrawn their support for the brand after Mulvaney expressed disappointment over the lack of support she received from Bud Light following the backlash.

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Bud Light's marketing VP, Alissa Heinerscheid, defended the brand's approach, stating that they aimed to incorporate inclusivity and shift the tone of their campaigns to appeal to both women and men.

She emphasized the importance of representation in their work, stating that "to evolve and elevate means to incorporate inclusivity."

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Heinerscheid acknowledged that Bud Light had previously been associated with "fratty, kind of out of touch humor" and that it was crucial for the brand to take a different approach.

The consequences of Bud Light's decline in popularity extend beyond consumer sentiment. The Ardagh Group, a global bottling company that contracts with Anheuser-Busch, has announced the closure of their plants in North Carolina and Louisiana.

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This decision will leave nearly 650 employees without jobs, which the company attributes to Bud Light's plummeting sales.

The situation highlights the challenges faced by brands when navigating partnerships and addressing social issues.

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While Bud Light's collaboration with Dylan Mulvaney aimed to promote inclusivity, it has resulted in significant backlash and financial consequences.

As Bud Light continues to grapple with the fallout from this controversy, it remains to be seen how the brand will respond and whether it can regain its position as America's top-selling beer.

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