Bud Light, once the nation’s top-selling beer, is grappling with a significant setback. The brand’s ill-fated partnership with trans influencer Dylan Mulvaney sparked a boycott that continues to impact its sales and market position.
The Dylan Mulvaney fiasco has not only dethroned Bud Light as the nation’s favorite beer but also threatens its retail shelf space.
As retailers prepare to reset their shelves this fall, Bud Light could find itself losing prime refrigerator space in major outlets such as Walmart and 7-Eleven.
This potential loss is a significant concern, as former Anheuser-Busch InBev executive Anson Frericks points out, “shelf space is the single largest determinant of sales in a store.”
We hate Bud Light!!! 🥊 @alexstein99 pic.twitter.com/T9FZnJd9Lr
— Bri Teresi (@briteresi) September 14, 2023
The boycott’s persistence has surprised many, including distributors who initially underestimated its staying power.
The boycott, fueled by viral social media calls to shun Bud Light, has proven to be more than a fleeting trend. As one Wisconsin-based Anheuser-Busch distributor noted, “The boycott has lasted longer than anybody thought.”
The latest sales figures paint a grim picture for Bud Light. In the four-week period ending in early September, Bud Light sales dipped by a staggering 27% compared to the same period last year.
This decline has been attributed to the ongoing boycott, which shows no signs of waning.
As Bud Light’s sales continue to plummet, other brands are seizing the opportunity to claim the coveted top spot. Modelo Especial has already supplanted Bud Light as the top-selling beer, and others like Coors Light and Yuengling are not far behind.
Do you think Zyahna Bryant will do to Dove what Dylan Mulvaney did to Budlight? 🤔 pic.twitter.com/e34WT7fPXt
— Dr. Clown, PhD (@CW_Insider) September 14, 2023
The decline in Bud Light’s sales has not gone unnoticed by retailers.
Dave Williams, vice president of analytics and insights at Bump Williams Consulting, explains that retailers closely monitor sales figures to determine which brands deserve prime shelf space.
Given Bud Light’s current predicament, retailers may be prompted to clear shelf space for other, more promising brands.
The implications of this shift could be long-term.
As Williams warns: “If Bud Light loses space on the shelf, that could make it a longer-term endeavor to claw back to where they were if they’re ever able to do that in the first place.”
This situation underscores the importance of maintaining a positive brand image and the potential consequences of a misstep. Bud Light’s struggle ultimately serves as a cautionary tale for other brands.
