Anheuser-Busch executives never thought that hiring trans influencer Dylan Mulvaney to promote Bud Light would cost them so much. The consumer backlash ended in a boycott that caused multi-million dollar losses for the company and cost them the title of best-selling beer in the US last month. In May, Modelo Especial was the most popular beer among consumers.
Modelo Especial is now the top-selling beer in America with an 8.4% share, up from 7.5% in January. Bud Light has moved down to 7.3% from 10.3% in January, relinquishing the top spot for the first time since 2001.https://t.co/TQFH9nySjZ pic.twitter.com/wFvj8ScbHN
— Charlie Bilello (@charliebilello) June 14, 2023
Bud Light lost up to 29.5% of sales in May
The Mexican beer brand has benefited from its competitor's fall. According to Nielsen's data report, published by the consulting firm Bump Williams, Modelo Especial accounts for 8.4% of beer sales in stores, compared to 7.3% for Bud Light.
According to the study, Bud Light sales plummeted as much as 29.5% in the week of May 20, compared to the same week a year earlier. In addition, the boycott is affecting Anheuser-Busch brands such as Budweiser and Michelob Ultra. According to the consulting firm's data provided to Newsweek, last month, the decline that began with the April 1 announcement worsened. Bud Light's sales were down 21.4%.
Will Bud lose the crown for good?
Nevertheless, cumulative sales for the first five months of the year are enough to save the company from losing its ranking. Anheuser-Busch is the country's largest brewer, even though analysts and distributors point out that Bud Light may be permanently dethroned if things continue.
Interestingly, the group Constellation Brands decided to market Modelo Especial in the US after buying the brand from Anheuser-Busch in 2013. U.S. regulators forced it to sell Modelo Especial and Corona in order to acquire the Mexican brewing group Modelo, according to The Wall Street Journal.
