Buying Back Unsold Beer in Response to the Dylan Mulvaney Fiasco
Buying Back Unsold Beer in Response to the Dylan Mulvaney Fiasco
In response to disappointing sales following the controversial marketing partnership with transgender influencer Dylan Mulvaney, Bud Light has made the decision to repurchase expired cases of unsold beer from wholesalers.
Anheuser-Busch seeks to reconcile with disenchanted consumers who were turned off by the Mulvaney social media endorsements promoting Bud Light.
Rebuilding Trust
Rebuilding Trust
The brand will also be promoted in commercials that will play heavily on themes such as football and country music, according to The Wall Street Journal.
Mulvaney, 26, who amassed a following of millions on social media who tracked her transition from a man to a woman during the COVID pandemic, posted a video on her Instagram account, where she was nearly 2 million followers, promoting a Bud Light contest.
Image: instagram/dylanmulvaney
She received a custom-designed commemorative Bud Light can featuring her own likeness.
The social media posts triggered outrage and calls for a brand boycott, which seemingly led to decreased sales for the company.
Image: instagram/dylanmulvaney
The widespread backlash and Anheuser-Busch's response to the controversy seem to have estranged a significant portion of its consumer base.
According to data from Bump Williams Consulting and NielsenIQ, Bud Light experienced a 23.6% decline in nationwide retail sales compared to the same period last year, slightly lower than the 23.3% drop observed in the previous week ending April 29.