Bud Light to give a FREE case of beer to every wholesale employee as it begs for forgiveness after Dylan Mulvaney fiasco, as expert warns firm’s ‘compass is broken’
Bud Light has resorted to handing out free beer as the brand’s efforts to squash the backlash to its Dylan Mulvaney become increasingly desperate.
Bosses have also promised to boost marketing spending and ramp up ad production after an industry expert said Bud’s ‘compass is completely broken’ over its failure to deal with the fallout.
Sales of Bud Light are in free fall after its disastrous partnership with Mulvaney, 26, which was announced in March. The controversial trans influencer was sent a can with her face on it to celebrate a year since she transitioned from male to female.
Anheuser-Busch, the beer’s parent company and America’s largest brewer, said it will hand a free case over beer to every employee of its wholesaler network – which consists of many family-run businesses who’ve been badly hurt by the scandal.
Figures from Bump Williams Consulting, which specializes in the alcohol industry, show in-store sales fell 26 percent in the week ending April 22. The decline in the week previously was 21 percent and the week before that sales fell 11 percent.
Bump Williams, the founder of the firm, said Bud Light must apologize and added: ‘Right now their compass is completely broken. There’s no game plan.’
Williams said that without a clear plan to navigate the backlash and turn around the decline in sales, ‘Bud Light is in serious trouble this year’. He said the brand is still the biggest-selling in America, but risks being overtaken by Modelo Especial by the end of the year if the backlash continues.
Sales of Bud Light have plummeted after customers abandoned the beer over its deal with the controversial trans influencer and failure to apologize. Analysts say other brands owned by Anheuser-Busch, Bud’s parent company, could also suffer.
The larger issue is that the Marketing VP that explained the campaign in a way as going after “better” customers, as if the current ones were trash and beneath her.