By The FirstBud Light has experienced a significant sales hit after teaming up with transgender influencer Dylan Mulvaney for a marketing campaign. The latest data from NielsenIQ and Bump Williams Consulting, which was first reported by the New York Post, shows that Bud Light sales dropped 17% in dollars, while volume fell 21% in the week ended April 15.
The figures are worse than the previous week, which saw a 6% drop in sales dollars and an 11% drop in volume.
“These numbers are staggering … and right now this is an extremely difficult scenario for Anheuser Busch, the Bud Light brand, and for AB distributors,” according to an Insights Express report published on April 23.
The decline in sales comes in the aftermath of the controversial marketing campaign featuring Mulvaney, which was launched on social media on April 1. Bud Light faced backlash from some customers who were unhappy with the brand’s association with a transgender influencer.
It remains to be seen how the brand will respond to this significant sales drop and whether it will impact its future marketing strategy.
