How Bud got it wrong

In early April 2023, Bud Light commissioned Trans-Influencer Dylan Mulvaney, 26, to promote a challenge with a sponsorship deal on Instagram. On April 1st, Mulvaney posted a video with Bud Light to celebrate both March Madness and her first year of womanhood, one of the cans featured her image. This was underlined by a sponsorship deal of Bud Light and a challenge that offered USD 15,000 to those who posted videos of themselves carrying high volumes of beers. After the release, the video went viral, sparking outrage among the Bud Light customer base.

By May 7th, the post had gained 182k likes and international media attention, as well as memes bashing the brand and Mulvaney being shared on social media channels. This situation caused damage to Bud Light’s reputation while fueling the trans-discussion.

Numerous conservative viewpoints of Bud Light consumers are taking aim at trans people, as they do not want to be represented by such. The campaign has caused a stir in the anti-trans movement, with Kid Rock shooting cans of Bud Light and Travis Tritt banning it from his tour. Many on the right are urging a boycott of the most popular beer in the country, suggesting that AbInBev does not know who their consumer is.

After a request for comment from DWC, Mulvaney and AbInBev were unavailable.

According to a statement, Alissa Heinerscheid and Daniel Blake, Bud Light’s vice president and group vice president of marketing, respectively, have taken leaves of absence due to recent public outrage.

Despite criticism, global sales have not been significantly affected.

Beginning April 15, 2023, Nielsen data reported a 17% decrease in Bud Light’s sales, while Coors Light and Miller Light both saw an 18% increase. CEO Michel Doukeris asserted that the drop in Bud Light volume in the U.S over the first three weeks of April is only 1% of their global volumes. The full-year growth outlook for earnings before interest, taxes, depreciation, and amortization remains unchanged. AB InBev CEO Brendan Whitworth stated that their intention was never to be part of a discussion that divides people.

Molson Coors Beverage Co, valued at 13 billion USD, is the owner of the brands Coors and Millers. Despite the boycott, both companies have maintained stability, proving that the boycott’s impact is insignificant on a global level.

However, Bud Light failed to show any support for Mulvaney in the face of the backlash against their partnership. Instead, ABInBev CEO Brendan Whitworth simply stated that the company “never intended to be part of a discussion that divides people.”

With over 100 brands under its control and a valuation of 100 billion USD, boycotts of Bud Light may not be as effective as intended. Its most prominent brands include Heineken, Corona, Stella Artois, Anheuser-Busch, Leffe, and craft breweries Camden Town Brewery in London and Devils Backbone in Roseland, Virginia.

Boycotts can work. Boycotts can be an effective tool in bringing about change, according to Brayden King, a professor of management and organizations at the Institute of Policy Research (IPR). Boycotts typically do not have a large impact on revenue but on reputation. This is due to consumers’ habitual behavior and the fact that those boycotting a company may not be the company’s target consumers.


This text was neither commissioned nor compensated. It reflects exclusively my own opinion.


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