Bud Light sales have fallen a ‘staggering’ 17% since Dylan Mulvaney debacle
Bud Light sales are down a whopping 17% since Dylan Mulvaney’s debacle rocked the country’s favorite beer
- Bud Light angered customers by teaming up with the transgender influencer
- Two senior executives at parent company Anheuser-Busch have gone on leave
- When the campaign kicked off, $6 billion was knocked off the company’s value
Bud Light has been hit by a massive 17 percent drop in sales in the three weeks since its disastrous paid partnership with Dylan Mulvaney paralyzed the brand.
Volume also dropped a massive 21 percent in the week ending April 15, according to an industry research firm.
The most recent sales data from NielsenIQ and Bump Williams Consulting shows a sharp drop from the previous week, when sales were 6, the New York Post reported.
It comes as another senior executive at Anheuser-Busch has been placed on furlough in the wake of anger over the controversial partnership.
Daniel Blake, Anheuser-Busch’s vice president of mainstream brands, resigned just days after Bud Light’s VP of marketing Alissa Heinerscheid took a leave of absence.
Mulvaney (left) was sent a personalized beer can to mark 365 days since her transition. Mulvaney documented her journey on TikTok and gained millions of online followers
Alissa Heinerscheid, the brand’s vice president of marketing, has taken a leave of absence, according to a report released Friday
Daniel Blake, Anheuser-Busch’s vice president of mainstream brands, has resigned following controversy over Bud Light’s partnership with Dylan Mulvaney
Heinerscheid was hired to overhaul Bud Light’s marketing in June 2022 with the idea of refreshing its image.
The company said both bosses had “decided” to step down temporarily, but their decisions were reportedly not voluntary.
‘Given the circumstances, Alissa has decided to take leave, which we support. Daniel has also decided to take a leave of absence,” the company said.
Blake is a nine-year veteran of Anheuser-Busch and has overseen marketing for both Bud Light and Budweiser.
A replacement was not immediately announced. Heinerscheid’s job was taken over by Todd Allen, who recently served as global vice president of Budweiser.
Blake, who is based in New York, was promoted to Group Vice President of Anheuser-Busch’s mainstream brands in May 2022, according to his LinkedIn page. Prior to that, he was group VP of marketing for Budweiser and value brands.
Mulvaney, 26, announced the partnership in a series of videos posted to social media in early April 2023 on the occasion of the NCAA March Madness tournament.
The campaign has been polarizing – with some famous faces boycotting the company, while others have thrown themselves into Mulvaney’s defense.
Singer Kid Rock posted a video online of him angrily shooting at several instances of Bud Light in protest of the campaign.
The pro-Trump singer, 52, said after firing at the cans, “F*** Bud Light, and f*** Anheuser-Busch. Have a great day.’
Country singer Travis Tritt also said he removed all Anheuser-Busch products from his tour bus because of the partnership.
Mulvaney, 26, announced the partnership in a series of videos posted to social media in early April 2023