Anheuser-Busch Brands Suffer Sales Decline Amid Dylan Mulvaney Controversy (Photo : Yibada News)
The aftermath of the Dylan Mulvaney fiasco has accelerated Bud Light's decline in sales, with the damage now extending to other Anheuser-Busch brands, according to recent data obtained by The Post.
Retail sales of Bud Light across the United States plunged by 23.4% in the week ending April 29 compared to the previous year. This is a more significant decrease than the 21.4% drop experienced the week before, as reported by Bump Williams Consulting and NielsenIQ data.
As consumers become aware of other beer brands under the Anheuser-Busch umbrella, the negative impact has broadened. The company's flagship Budweiser brand saw an 11.4% decline in sales for the week ending April 29. Additionally, sales of Bud's Michelob Ultra brand-the third-best-selling beer in the US behind Bud Light and Modelo Especial-fell by 4.4%, according to Bump Williams data.
Bump Williams, the consultancy's CEO, stated, "It's not just a Bud Light issue. It's an Anheuser-Busch portfolio problem now."
Anheuser-Busch's smaller US brands were also affected, with Natural Light sales down 5.2% and Busch Light sales dropping 1.8%.
These growing sales declines are a significant blow to Bud's leading US beer business. Last year, Bud Light sales exceeded $4.8 billion, as reported by the Connecticut-based firm. Modelo Especial achieved $3.75 billion in sales, while Michelob Ultra generated $3.3 billion.
In 2021, Budweiser ranked seventh with $1.83 billion in sales. Year to date, Bud Light and Budweiser are the only top 10 US beers with declining sales, dropping 3% and 0.4%, respectively.
Williams warned that Bud Light must address its downward trend by the end of the month, or it will continue to lose market share. "There has to be a sense of urgency for InBev to correct these trends," he said.
This marks the fourth consecutive week of double-digit sales drops related to Anheuser-Busch's brief marketing collaboration with transgender influencer Mulvaney. The partnership began on April 1 when Mulvaney shared videos of herself drinking Bud Light in a bubble bath.
Benj Steinman, editor of Beer Marketer's Insights, commented, "Anecdotally, we are hearing that sales of Bud Light are declining more rapidly at bars and restaurants where some consumers don't want to be seen drinking it or they are getting into arguments over the brand."
Meanwhile, competing brewers are gaining market share as Bud Light's sales decline. Coors Light and Miller Light each experienced over a 20% sales increase in the week ending April 29 compared to the previous year, according to Bump Williams and Nielson data.
Pabst Blue Ribbon saw an 18.9% increase, and Keystone Light experienced a 15% bump over the same period.
Anheuser-Busch CEO Michel Doukeris has attempted to distance the company from the controversial Mulvaney partnership. He emphasized, "We need to clarify the facts that this was one can, one influencer, one post, and not a campaign." The company has yet to comment on the sales declines.
