Report: Bud Light readying for massive marketing blitz amid Mulvaney fallout
Luke Gentile
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Bud Light is supposedly readying itself to spend big on a massive marketing blitz as its sales continue to take a beating following the brand’s controversial partnership with transgender influencer Dylan Mulvaney.
Executives at Anheuser-Busch promised domestic distributors Monday they intend to “spend heavily on the brand after spending fell off a cliff last year,” Beer Marketer’s Insights Editor Benj Steinman said, according to a report from the New York Post.
MEET DYLAN MULVANEY, THE MAN WHO BECAME A MILLIONAIRE BY IDENTIFYING AS A WOMAN
The executives made their promise at a closed-door meeting in Washington, D.C., and said the marketing push would begin this week.
Anheuser-Busch “did promise to spend lotsa dough on Bud Light [marketing] this spring and summer, starting with big push this week for the NFL draft,” Steinman wrote to clients, according to the report.
Data published by NielsenIQ and Bump Williams Consulting report that total Bud Light sales for the week ending on April 15 were down 21% in volume, following an 11% decrease that took place a week prior.
The financial battering of the iconic beer brand comes as conservatives all throughout the United States continue to boycott Anheuser-Busch products.
Many on the Right are furious at Bud Light for going “woke” and allowing Mulvaney, a biological male who identifies as female, to promote their product while dressed like Audrey Hepburn from Breakfast at Tiffany’s.
The move to partner with the transgender activist appears to have been a part of a push by executives to “evolve and elevate” Bud Light, but it has come at a great cost to both Anheuser-Busch’s bankroll and public image.
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At least two senior marketing executives have been forced to take a leave of absence, and the brand has reportedly promised “there will be an improved screening process before any marketing hits the public,” according to a Northeast-based distributor cited in the report.
“Executives will have to go through a more rigorous screening process.”