The boycott has caused a significant decline in sales, resulting in frontline salespeople losing out on commission. "This has really, really killed a lot of the guys who are commission-based. That's who it's really hurting," one supervisor told ABC News.
The boycott began over seven weeks ago when it was revealed that Bud Light had partnered with Dylan Mulvaney, a transgender influencer. The backlash against Mulvaney has continued, with some stores being forced to give away Bud Light for free.
The boycott is now causing pain all the way down the supply chain, sales supervisors and distributors for Bud Light told ABC News. Former Anheuser-Busch InBev executive Anson Frericks said, "Good people are going to start leaving because they aren't making money."
Anheuser-Busch InBev CEO Michel Doukeris acknowledged the difficulty that the boycott against Bud Light is causing to frontline employees. "This situation has impacted our people and especially our frontline workers: The delivery drivers, sales representatives, our wholesalers, Bud owners and servers," Doukeris said.
At a recent meeting with Bud Light salespeople, the president of a distributor in the Midwest reportedly told employees that the boycott will hopefully end soon. "None of this is your fault and none of this is my fault," he said. "I'm frustrated that this has [dragged] on as long as it has," the president of the distributor said. "I'm hopeful that we're moving in the right direction."
Despite the challenges, Anheuser-Busch, the parent company of Bud Light, has not yet commented on the situation. The company has reportedly resorted to buying back unsold, expired beer from wholesalers, according to The Wall Street Journal.
The boycott against Bud Light is causing pain to frontline workers, including delivery drivers, sales representatives, wholesalers, Bud owners, and servers. The situation is particularly challenging for frontline salespeople who rely on commission. The boycott is expected to end soon, but the damage has already been done.