Beer industry expert Harry Schuhmacher, the publisher of Beer Business Daily, expressed surprise at the lack of recovery in Bud Light sales following a controversial promotion tied to transgender influencer Dylan Mulvaney’s “365 Days of Girlhood” campaign. According to him, the continuous decline in sales is now appearing to be a regular occurrence for Bud Light or, as he put it, “business as usual”.
According to recent Nielsen data, the situation is actually about to get worse: a 31% decrease in Bud Light volumes was recorded in the week leading up to Father’s Day weekend. In contrast, both Miller Lite and Coors Light saw an increase in sales.
Know your TARGET, act accordingly. Even Bud chose to forget that simple truth and now they’re still paying the price.
