Bud Light Launches Major Summer Campaign Amid Boycott and Decline in Sales
A Bud Light executive said the company will be tripling its investment in the beleaguered brand over the summer in the midst of a boycott after it promoted a transgender influencer earlier this year.
Anheuser-Busch, the parent company, has “more than tripled our already weighty national media investment” behind Bud Light, the company’s vice president, Todd Allen, told Variety magazine in a recent interview.
“We want to show up in all relevant occasions in summer—backyard barbecues, stadiums and sports venues,” Allen said on June 22. “That’s what counts and that’s what we are focused on.”
Over the past three months or so, Bud Light has lost billions in sales and market value, with data from Bump Williams Consulting and Nielsen IQ showing revenue was down 26.8 percent year-over-year for the week ending June 10. In May, meanwhile, Constellation Brands-owned Modelo Especial was the most-purchased beer in the United States, dethroning Bud Light as the No. 1 beer….