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Bud Light collaboration with Dylan Mulvaney called a ‘massive’ misfire by LGBT honcho




News

April 26, 2023 | 19:53


Bud Light failed “massively”[ads1]; when the beer brand partnered with transgender influencer Dylan Mulvaney, an LGBTQ group leader who admitted sales of the brew plummeted after backlash over the controversial collaboration.

Stacy Lentz, executive director of the Stonewall Inn Gives Back Initiative, said Anheuser-Busch botched the marketing gimmick with the TikTok star in a failed attempt to appeal to aspiring drinkers.

“They were going after the younger generation,” said Stacy Lentz, executive director of the LGBTQ nonprofit Stonewall Inn Gives Back Initiative.

“But that’s a very difficult thing to do at a marketing level, to be all things to all people.

“And it failed massively.”

Even a former executive said the company “lost track of the consumer” when sales of the low-calorie brew fell 17% in the week ending April 15 compared with last year.

“When you have these big companies that have a historic brand identity, it just looks inauthentic when they suddenly get involved in these social campaigns,” said Anson Frericks, who led the brewery’s US operations until last year. New York Times.

Beer Marketer’s Insight editor Benj Steinman said the beer company was “stepping into a polarized America.”

Dylan Mulvaney’s Bud Light campaign has received a lot of backlash.
Instagram
An LGBTQ group leader admitted sales of the brew plummeted after backlash over the controversial collaboration.
Budweiser

“They are at the center of the culture wars in a way that no business can want to be,” Steinman said.

Mulvaney posted a video of herself holding a can of Bud Light with her face on it after Anheuser-Busch sent it to her as part of a March Madness promotion.

The backlash was swift, including calls for a boycott and a video of musician Kid Rock shooting beer cans with an assault rifle.

Alissa Heinerscheid, Bud Light’s vice president of marketing, and her boss Daniel Blake have since gone on leave, with sources telling The Wall Street Journal that the temporary departures are not voluntary.

Alissa Heinerscheid, who served as Bud Light’s vice president of marketing, is currently on leave.
Anheuser-Busch
A former executive said the company “lost track of the consumer” as sales of the low-calorie brew fell 17%.
Dylan Mulvaney/Instagram

A day before the Mulvaney partnership, Heinerscheid revealed his plans to shift Bud Light’s image away from “fraught” and “out of touch” humor.

Anheuser-Busch’s shares took a brief dip during the height of the pullback earlier this month, but have since recovered.





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