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More than a year ago, Bud Light found itself in the center of an organic boycott over its twin errors of calling its own customers unsophisticated and hiring a radical transgender activist as a spokesman. And now, a year later, it still has not recovered its former level of sales.
In 2022 and early 2023, Bud Light was America’s number one-selling beer brand. In April Alissa Heinerscheid, vice president of marketing for Bud Light, had given an interview where she said that Bud’s customers were “too fratty” and unsophisticated and that she felt her job was to ” evolve and elevate this incredibly iconic brand.”
Nothing like telling your customers that they are too uncool and lowborn to be appreciated.
But, if that wasn’t bad enough, the company also reached out to flagrantly transgender activist Dylan Mulvaney and tried to enlist him as a spokesperson. The company made up a set of special Bud Light cans with Mulvaney’s face on them and hired him to flog the beer in his videos.
These two actions coming one right after the other was just about enough for Bud Light fans — many of whom were conservatives — and an organic boycott of the brand launched merely by word of mouth. There was no organization, or group in the lead. It was a ground up movement that soon enough caused Bud Light to tumble from its position as America’s top-selling beer brand.
At first, Bud ignored the whole thing imagining it would just blow over. But when the boycott grew, Bud fired Heinerscheid and its executive in charge of advertising. But all along the brand insisted it was proud of its support of radical transgenderism.
The brand also launched one patriotic, manly ad after another to stem the tide of customer streaming away, but nothing worked. Eventually, Bud lost billions in market share and profits.
Now, a year later, nothing has improved for the beer. According to sales figures, Bud Light has fallen to the third-most sold beer. And if it weren’t for the fact that so many restaurants and bars were huge Bud Light partners, and many refused too cut Bud off completely, it would probably be worse.
So, there is a lesson in this for conservatives. You DO have power to punish companies for deploying radical, social agendas. Boycotts work.
Follow Warner Todd Huston on Facebook at: facebook.com/Warner.Todd.Huston, or Truth Social @WarnerToddHuston
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