The New York Post reports that "Bud Light sales still down 30% six months after Dylan Mulvaney disaster, drinkers ‘lost forever’: expert." From the article:
Bud Light’s sales are still floundering months after its disastrous partnership with transgender TikTok star Dylan Mulvaney — and drinkers of America’s former top-selling beer are “just lost forever.”
“You see Bud Light still just stubbornly down around 30% in volume compared to last year, which is where it’s been since May or June,” Beer Business Daily publisher Harry Schuhmacher told Fox News Digital Friday.
“That tells me that this is quasi-permanent, meaning those consumers are just lost forever.”
Schuhmacher’s remarks come less than a month after it was revealed the Anheuser-Busch InBev-owned company had won back 15% of its boycotting drinkers.
Bud Light — which lost its top spot to Modelo after the controversy — is down 26.9% in dollars and 30.3% in volume, he said, citing a study by Bump Williams Consulting.
The publisher believes it is “likely” the company will continue to see similar year-over-year declines for the “foreseeable future.”
I watched part of a video the other day discussing advertising which noted that advertising isn't just there to sell a product but also a promise of who or what you could be like if you purchase the product. The example they used was Gillette using handsome male models in its ads with the implication that if one used their razor blades, one could also look like their model. So I guess Bud Light was saying that if you drink their beer you could look and be having fun like Mulvaney:
Says a lot about the 15% of boycotters that returned to the brand.
Yup. It's dead to me.
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