Bud Light sales have fallen a ‘staggering’ 17% since Dylan Mulvaney debacle rocked nation’s favorite beer
- Bud Light angered customers by partnering with the transgender influencer
- Two senior executives at parent company Anheuser-Busch have gone on leave
Bud Light has been hit by a huge 17 percent fall in sales in the three weeks since disastrous paid partnership with Dylan Mulvaney paralyzed the brand.
According to an industry research firm, volume also dropped a huge 21 percent in the week ended April 15.
The latest sales data from NielsenIQ and Bump Williams Consulting shows a sharp fall from the week before, where sales plunged 6, the New York Post reported.
It comes as another senior executive at Anheuser-Busch has been placed on leave in the wake of the anger over the controversial partnership.
Daniel Blake, who is the Anheuser-Busch vice president for mainstream brands, has stepped back from his job just days after Bud Light’s VP of marketing Alissa Heinerscheid took a leave of absence.
Mulvaney (left) was sent a personalized beer can to mark 365 days since she transitioned. Mulvaney documented her journey on TikTok and gained millions of online followers
Alissa Heinerscheid, the brand’s vice president of marketing, has taken a leave of absence, according to a report on Friday
Daniel Blake, who is the vice president for Anheuser-Busch’s mainstream brands has stepped back from his job, after controversy about Bud Light’s partnership with Dylan Mulvaney
Heinerscheid had been hired to overhaul Bud Light’s marketing in June 2022 with the idea of freshening up its image.
The firm said both bosses ‘decided’ to temporarily step down, but their decisions were reportedly not voluntary.
‘Given the circumstances, Alissa has decided to take a leave of absence which we support. Daniel has also decided to take a leave of absence,’ the company said.
Blake is a nine-year veteran of Anheuser-Busch and oversaw marketing for both Bud Light and Budweiser.
A replacement wasn’t immediately announced. Heinerscheid’s job was taken over by Todd Allen, who recently served as global vice president of Budweiser.
Blake, who is based in New York, was promoted to group vice president of Anheuser-Busch’s mainstream brands in May 2022, according to his LinkedIn page. Before that, he was group VP of marketing for Budweiser and value brands.
Mulvaney, 26, announced the partnership in a series of videos posted to social media at the start of April 2023 to coincide with the NCAA March Madness tournament.
The campaign has been polarizing – with some famous faces boycotting the company, while others have leapt to Mulvaney’s defense.
Singer Kid Rock posted a video online of him angrily shooting at several cases of Bud Light in protest over the campaign.
The pro-Trump singer, 52, said after shooting the cans: ‘F*** Bud Light, and f*** Anheuser-Busch. Have a terrific day.’
Country singer Travis Tritt also said he had removed all Anheuser-Busch products from his tour bus over the partnership.
Mulvaney, 26, announced the partnership in a series of videos posted to social media at the start of April 2023