In the days after Mulvaney announced the partnership, a number of high-profile public figures have joined the hordes of ordinary folks boycotting the brand.
A new report compiled by popular industry publication Beer Business Daily has revealed that distributors of Bud Light and other Anheuser-Busch products in certain regions are "spooked" by the backlash the company has faced after partnering with trans TikTok influencer Dylan Mulvaney.
In the days following Mulvaney's stunt, a number of high-profile public figures have joined the hordes of ordinary folks boycotting the brand.
According to Fox News, distributors of Anheuser-Busch products in the Midwest and deep South reported feeling "spooked" by the backlash. Beer Business Daily discovered that though the data was limited, it "appears likely Bud Light took a volume hit in some markets over the holiday weekend." The report's author did note, however, that those regions were also the most religious, and that Easter could have had an impact on beer sales.
"Whether it lasts or whether the publicity sparks incremental off-setting demand from over the ideological divide in metro areas, remains to be seen," the Beer Business Daily report stated, noting that Anheuser-Busch's desire to "appeal to the sensitivities of a new generation of drinkers" could conflict with the more traditional values of longterm customers.
In a statement to Fox News, the beverage giant defended its decision, noting that it "works with hundreds of influencers" in order to "authentically connect with audiences across various demographics."
Bud Light Vice President Alissa Heinerscheid recently explained that since becoming an executive at the company, she had sought to bring public perception of the beer away from its "fraternity" past towards a more inclusive future.
"I had a really clear job to do when I took over Bud Light, and it was 'This brand is in decline, it's been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light'," she said.
"What does evolve and elevate mean?" she continued. "It means inclusivity ... It means shifting the tone. It means having a campaign that's truly inclusive and feels lighter and brighter and different, and appeals to women and to men. Representation is sort of the heart of revolution."
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