According to a report from Beer Business Daily, Bud Light has experienced a significant loss in dollar share following ongoing consumer backlash to the Dylan Mulvaney marketing campaign.
Data compiled for the latest week showed that Bud Light lost almost the same amount of dollar share as competitors Miller Lite and Coors Light gained, suggesting that the losses were due to consumer recoil rather than a lapse in beer demand.
Over the same period, Coors Light and Miller Lite saw increases in their dollar share, with Coors Light cases going up 10.6% and Miller Lite jumping 11.5%. In contrast, Bud Light cases have fallen 6.7% year-to-date, 10.7% for the week ending April 8, and more than 21% for the week ending April 15.
In response to the backlash, Bud Light's marketing vice President, Alissa Heinerscheid, has taken a leave of absence and is being replaced by Todd Allen, Budweiser's global marketing vice President.
Additionally, Anheuser-Busch, the maker of Bud Light, has hired Origin Advocacy consultants Sean McLean and Emily Lynch to advise on "general policy regarding the alcohol-beverage industry," according to lobbying disclosure reports filed to the U.S. Senate on April 1.
The backlash has also led to some restaurant chains publicly denouncing the Dylan Mulvaney marketing campaign. At the same time, the Bud Light Twitter account has been largely silent, with only two tweets in April, the latest of which was ten days ago on April 14.
Meanwhile, America First Legal, a conservative legal group set up by former Trump adviser Stephen Miller, has filed a federal civil rights complaint against Anheuser-Busch, accusing the company of discriminatory practices related to a program aimed at providing opportunities to minorities and women.
Beer Business Daily publisher Harry Schuhmacher recently stated that Bud Light had suffered the worst sales in blue states due to the campaign's failure to resonate with younger beer drinkers.
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