Bud Light sales have dropped 17% following the fierce anti-transgender backlash against the brand’s campaign with transgender rights advocate, actress, and TikTok star Dylan Mulvaney. Two senior executives, including VP for marketing Alissa Heinerscheid, have also been put on leave.
According to an analysis of NielsenIQ data by Bump Williams Consulting Co (BWC) as reported by The Wall Street Journal, store sales for the Anheuser-Busch (NYSE: BUD) beer brand in the week ending April 15 took a 17% slump compared to the year before. The sales of competing beer brands Coors Light and Miller Lite each gained 17.6% in the same week.
But in terms of market share, Bud Light is still well ahead of its two competitors at 32.7%. Coors Light is at 23% while Miller Lite is at 20.5%.
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“Bud Light still owns quite an advantage over its peers in the premium segment on a running YTD basis, though that advantage has been chipped away at over these recent weeks,” BWC VP of analytics and insights Dave Williams told trade publication Brewbound.
But the slide is enough for AB InBev to make changes in its marketing team. According to The Journal, a spokesperson confirmed via email on Sunday that Heinerscheid and her boss Daniel Blake, group VP of marketing for mainstream brands, both took leaves of absence.
“Given the circumstances, Alissa has decided to take a leave of absence which we support,” the spokesperson wrote. “Daniel has also decided to take a leave of absence.”
But The Journal also noted that according to people familiar with the matter, the decision to take a leave of absence was not voluntary.
Brewbound also reports that Heinerscheid, who said that it was time to move away from the brand’s “fratty” and “out-of-touch humor” will be replaced by Todd Allen, VP of global marketing for Budweiser. Allen will report directly to Benoit Garbe, the company’s US CMO.
“First, we made it clear that the safety and welfare of our employees and our partners is our top priority,” a spokesperson shared in a statement. Heinerscheid has been at the receiving end of personal attacks following the backlash.
“[W]e have made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands’ activities,” the statement continued.
“These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”
Information for this story was found via The Wall Street Journal, Brewbound, The Daily Mail, and the sources and companies mentioned. The author has no securities or affiliations related to the organizations discussed. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security. The author holds no licenses.
