A beer industry expert has warned that Bud Light could lose its position as the best-selling beer in the United States if sales continue to decline following a controversy over its partnership with transgender influencer Dylan Mulvaney. According to industry data, in-store sales of Bud Light fell 26 per cent year-on-year for the week ending 22 April.
Bump Williams, founder of Bump Williams Consulting, told the St. Louis Post-Dispatch that if parent company Anheuser-Busch cannot reverse the trend, Bud Light risks losing its number one spot to Modelo Especial by the end of 2023. Last year, Bud Light generated $4.8 billion in store sales, compared to Modelo's $3.75 billion and Michelob Ultra's $3.3 billion.
The controversy began on 1 April when Bud Light sent Mulvaney personalised cans to mark one year since her gender transition. The move sparked backlash from some consumers and celebrities, including Kid Rock and country singers John Rich and Travis Tritt. Two senior Anheuser-Busch marketing executives have since taken leave.
Williams noted that other Anheuser-Busch brands may also be suffering from a negative halo effect, with drinkers avoiding any product associated with the parent company. Meanwhile, competitors Coors Light and Miller Lite have seen sales increases of 13.3 per cent and 13.6 per cent respectively in the same period.
Beer Business Daily described the decline as unprecedented, stating: 'We've never seen such a dramatic shift in national share in such a short period of time.' Despite the slump, Williams believes Coors Light and Miller Lite are too far behind to overtake Bud Light, though a three-way race could emerge if defections continue.
