Bud Light’s in-store sales plummeted during the week of April 17-22, according to a report by Bump Williams Consulting, a firm that specializes in the alcohol industry.
Anheuser-Busch, Bud Light’s parent company, sent a commemorative can to transgender TikTok star Dylan Mulvaney celebrating his “365 Days of Girlhood.” Mulvaney’s TikTok videos have drawn criticism for what critics call a demeaning depiction of womanhood. Mulvaney has also posted several videos promoting the beer brand. (RELATED: Oklahoma Bans ‘Irreversible’ Sex Change Surgeries, Cross Sex Hormones For Kids)
Sales dropped by 21%, and 11% in the two weeks preceding, per the report, the St. Louis Daily reported.
Bud Light sales down 26.1% vs last year in the week ending April 22nd. 📉
Sales of the beer plummeted vs last year due to the ongoing backlash from the brands decision to hire Dylan Mulvaney as a brand ambassador.
Rival beer brands Coors Light sales rose by 13.3% while Miller… pic.twitter.com/6835StMEXH
— Oli London (@OliLondonTV) May 1, 2023
The Mulvaney partnership has prompted a massive boycott of the brand and multiple exits of top marketing executives from the company.
Mulvaney posted a video to TikTok after three weeks of social media silence, explaining that he wished he could be reincarnated as someone “non-confrontational and uncontroversial.”
“I don’t know if reincarnation is a thing, but in my next life I would love to be someone non-confrontational and uncontroversial — God that sounds nice!” Mulvaney said. “The good news is that the people pleaser in me has nearly died, because there’s clearly no way of winning over everyone.”
Several other brands have partnered with Mulvaney, including Instacart, Nativ, Ulta Beauty, and Nike.
Two marketing executives at Bud Light have been placed on administrative leave in the wake of the controversy. Marketing Vice President Alissa Heinerscheid took a leave of absence after the Daily Caller reported on photos of her at a college party following comments she made slamming Bud Light’s customer for being “fratty.” Budweiser reportedly announced Sunday that Daniel Blake, group vice president for marketing at Anheuser-Busch, was also taking a leave of absence.