Bud Light has suffered a staggering sales hit following the beer brand s controversial marketing tie-up with transgender influencer Dylan Mulvaney with the latest data showing an alarming 17% drop, according to an industry research firm.
The latest sales data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15.
That s sharply ahead of the 6% drop in sales dollars and 11% drop in volume that Bud Light had suffered during the week ended April 8 the seven days that immediately followed the April 1 launch of the controversial Mulvaney campaign on social media.
These numbers are staggering, according to an April 23 report from Insights Express, a beer-focused newsletter. Right now this is an extremely difficult scenario for Anheuser Busch, the Bud Light brand and for AB distributors.
The Mulvaney campaign has unleashed a torrent of negative publicity for Anheuser-Busch, which announced Friday and over the weekend that the marketing executives responsible for tapping Mulvaney Alissa Heinerscheid and Daniel Blake are taking leaves of absence.
