Bud Light’s parent company Anheuser-Busch is reportedly making the difficult decision to buy back cases of its beer following a broad boycott of the brand following a partnership with transgender activist Dylan Mulvaney.
Beer wholesalers were reportedly told by Anheuser-Busch that it would purchase back expired cases of beer. The effort may allay some fears of distribution companies but also underlines the scope of the boycott.
The news that the company will buy back the non-purchased beverage also comes as social media has been filled with images of Bud Light sitting unsold on store shelves.
One photo showed a case of Bud Light for sale at a price of $19.98 while having a $20 rebate coupon on the outside.
Bud Light’s attempted recovery may be even more difficult following another high-profile endorsement by a transgender influencer.
An individual known as Linux posted on social media networks TikTok and Instagram regarding the beer.
This should help.https://t.co/lmx5yc0PrM
— JWF (@JammieWF) May 19, 2023
The influencer posted about drinking “an ice cold Bud Light” in a video last month. The New York Post reported that Linux was not paid by Anheuser-Busch for the endorsement.
Bud Light’s sales have fallen sharply following its marketing partnership with Mulvaney. Recent estimates found that the brand’s sales have fallen by nearly a quarter over this time last year.
Furthermore, a number of other Anheuser-Busch brands, including Budweiser and Michelob Ultra have also fallen since the start of the boycott.
Since the start of 2023, Bud Light has lost more than $100 million in sales. Prior to the Mulvaney partnership, it was the most-sold beer in the country.
One consultant said that Bud Light would have to stem its losses now or risk a major loss in revenue during the summer.
Anheuser-Busch is reportedly in the middle of a major rebranding effort, including pivoting to major themes such as football and country music, the Wall Street Journal reported. The beer giant is also planning to donate to an advocacy group for veterans.