You know, some people just want to enjoy a cold beer after a hard day and not get a political correctness public service announcement thrown in their faces. A lot of sports fans would love to be able to buy a beer at a ballgame and skip the side of woke culture morality preaching. Those are the types of people that are not buying or drinking Bud Light these days.
The marketing executive for Anheuser Busch making the media rounds defending her decision to put Dylan Mulvaney front and center in a marketing campaign may not be as bright as she seems to think.
Here’s an economic fact that seems to have been forgotten — a beer company’s primary objective is to sell beer. Execs in charge of marketing beer should aim to do things that increase the likelihood that MORE people buy their beer. Ticking people off, annoying them to a point where they hate your brand, or worse, ignoring it, is not something that leads to something commonly referred to as “increased revenue.”
The backlash over Bud Light is a real thing. Tens of thousands of consumers are choosing not to purchase it, and several planned Clydesdale shows in Missouri had to be canceled over safety fears for employees.
The New York Post reported that an industry insider believes this boycott over Mulvaney “could have more legs than most.”
Justin Kendall is the editor of Brewbound — an industry trade publication. Here’s more of what he told the Post.
“It started out as a conversation on social media and has breached into mainstream media. Bud Light is the best-selling beer in the country.”
For now.
Bud Light sales at grocery and convenience stores will be available next week. Several celebrities, including Kid Rock, have publicly called for bans on the brew. Travis Tritt and Jon Rich have not banned Anheuser-Busch from their concerts.
If sales tank, there is one person to blame — the president of marketing, Alissa Heinerscheid. She has publicly stated she wanted to update the “fratty” and “out of touch” humor and appeal to younger consumers. And she brought in Tik Tok star Dylan Mulvaney who just celebrated her first anniversary of becoming a female, as the way to do it.
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