(TheConservativeTimes.org) – More than a month after Bud Light’s advertising relationship with self-identified transgender social media star Dylan Mulvaney, sales have continued to crater.
Bump Williams Consulting and NielsenIQ data from retailers show that beer sales dropped by 23.6% the week ending May 6 compared to the same week last year, somewhat worse than the 23.3% drop reported the week ending April 29.
Anheuser-Busch’s brands continue to struggle despite the company’s best efforts to improve their standing with customers. Executives have minimized the Mulvaney partnership to reclaim conservative drinkers. Still, Williams says ex-loyal consumers will require a sincere apology and an explanation of why they were seemingly abandoned.
Last week, Anheuser-Busch met with distributors to consider potential responses to the criticism, one of which is redesigning the aluminum bottles used to package Bud Light and Budweiser. In an act that seems like pandering, the idea is to package the beer in a camouflage-themed bottle.
Leftists demand that the company “stand in solidarity with Dylan and the trans community” or risk a second boycott.
In the wake of the Mulvaney catastrophe, Miller Lite had a “hold my beer” moment of their own when it released a commercial in which the company criticized its previous marketing campaigns centered on objectifying bikini-clad girls. Social media users blasted the corporation’s ad, which promised to compost the old marketing materials and donate the fertilizer so female brewers could grow hops.
A representative for Miller Lite’s parent company, Molson Coors, told the media that consumers should “appreciate the humor” of the ad and that nothing about the campaign should be considered offensive. That is for the consumers to decide.
Alissa Heinerscheid, Bud Light’s VP of marketing, handled the Mulvaney campaign. She stepped down after a video of her disparaging the “frat-boy” image of the brand went viral. Frat boys made up a large portion of the market share.
Senior marketing director Elizabeth Hitch has played a significant part in producing the widely panned Miller Lite commercial.
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