Politixia
Dylan Mulvaney was used to promote Bud Light
Sales of Bud Light are continuing to take a hammering as customers maintain a relentless boycott after transgender influencer Dylan Mulvaney was used to promote the beer.
Mulvaney, a man who identifies as a woman, appeared in a sponsored video for the brand while dressed as Audrey Hepburn in Breakfast at Tiffany’s.
Bud Light brewer Anheuser-Busch recruited Mulvaney in a disastrous attempt to ditch its ‘fratty’ image and re-brand itself as “inclusive”.
But furious conservative consumers claimed the company had gone woke and launched a boycott that hit sales by up to 50 percent in parts of the country and wiped $6bn off the company’s value.
Latest figures suggest sales of the beer have continued to fall and are down 26% from what they were a year ago during the week ending 22 April, according to Bump Williams Consulting.
A spokesman for Bump Williams said: “If sales of Bud Light cannot recover it is in serious trouble this year and runs the risk of losing its prime position by the end of 2023.”
Desperate bosses at Anheuser-Busch are now offering a free case of beer to employees of its wholesale distribution network, that comprise mostly of family-run businesses badly hit by the fall in sales.
It comes after the Human Rights Campaign, an American gay and lesbian advocacy group, criticised Anheuser-Busch for what it claimed was an insufficient response to the backlash.
“In this moment, it is absolutely critical for Anheuser-Busch to stand in solidarity with Dylan and the trans community,” it said in a letter to the firm.
“When faced with anti-LGBTQ+ and transphobic criticism, Anheuser-Busch’s actions demonstrate a profound lack of fortitude in upholding its values of diversity, equity, and inclusion to employees, customers, shareholders, and the LGBTQ+ community.
“This not only lends credence to hate-filled rhetoric, it exposes Anheuser-Busch to long-term business impacts with employees and customers increasingly looking for steadfast commitment to LGBTQ+ corporate citizenships.”
This week, Mulvaney responded to critics during a podcast interview with Rosie O’Donnell.
“The reason I think I’m an easy target is because I’m still new to this,” he said. “I think going after a trans woman who has been doing this for 20 years is a lot more difficult.”
Bud Light was launched introduced in 1982 and quickly became one of the best-selling beers in the US.
Despite boycott, Anheuser-Busch remains optimistic about the brand’s future after recently launching several new brands including Bud Light Seltzer and Bud Light Lemonade to appeal to changing consumer tastes.
In a statement, Anheuser-Busch said, “We are committed to continuing to innovate and adapt to meet the evolving needs of our consumers. We believe that Bud Light will continue to be a popular and beloved brand for years to come.”
