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More than a year since facing a significant consumer boycott, Bud Light continues to experience weakened sales, relinquishing its title as America’s top beer. Recent data indicates that Bud Light now trails behind Modelo Especial and Michelob Ultra in sales rankings.
Modelo Especial, a Mexican beer distributed by Constellation Brands and also the official Olympic beer sponsor for Team USA, has claimed the top position in sales at grocery and convenience stores nationwide as of May 2023. This shift came after a promotional endeavor involving transgender influencer Dylan Mulvaney led to a conservative reaction. Michelob Ultra, produced by the same company as Bud Light, Anheuser-Busch, has moved into the second spot.
As of early July, Bud Light’s market share in nationwide beer dollar sales was at 6.5%, compared to Modelo Especial’s 9.7% and Michelob Ultra’s 7.3% according to a NielsenIQ analysis conducted by Bump Williams.
The controversy was sparked by Mulvaney’s Instagram video showcasing a custom Bud Light can she received as a gift, which played a significant role in the brand’s loss of favor.
Although Bud Light’s sales decline has somewhat improved and retailer support is strengthening, as Bump Williams of the consulting firm observed, Anheuser-Busch remains committed to Bud Light as an essential part of their brand portfolio. They continue to engage in significant partnerships, including those with the NFL, UFC, and several prominent musicians.
During Pride Month, backlash also extended to other major brands like Target for their pro-LGBTQ marketing efforts, adversely affecting their sales. Bud Light, in particular, faced continued online criticism through the remainder of the year. The campaign against so-called “rainbow capitalism” and branding companies as overly “woke” gained traction as “Bud Lighting.”
In an unrelated turn of events, former President Donald Trump called for his supporters to give Bud Light a “second chance” in February, defining Anhevery-Busch as not a “Woke company.”