Budweiser Attempts Pivot After Mulvaney Backlash

Budweiser appears to be attempting a shift from its unsuccessful marketing partnership with transgender activist Dylan Mulvaney. The beer giant is collaborating with Harley-Davidson on a new can featuring the motorcycle company’s logo.

Anheuser-Busch, the parent company of Budweiser and Bud Light recently shared photos of the new cans on Instagram. 

The brand wrote that this represented “two American legacies, one legendary collaboration.”

The attempted rebranding by Budweiser followed the widespread boycott of Bud Light over the Mulvaney partnership.

The boycott appears to be gaining traction. According to the company, sales of Bud Light compared to last year have declined by almost a quarter.

Budweiser sales were down almost 10%.

In addition, Bud Light’s competitors have seen sharp increases in their beer sales. 

Brands such as Pabst Blue Ribbon increased sales by more than 20% while Miller High Life recently jumped by more than 10%.

Anheuser-Busch is reportedly planning a major marketing shift following the Mulvaney partnership.

The beer manufacturer plans to highlight its partnership with the “Folds of Honor” program that offers scholarships to families of first responders and veterans.

In addition, the Bud Light marketing executive responsible for the Mulvaney partnership took a leave of absence from the company last month.

The company’s marketing vice president Alissa Heinerscheid stepped back from the company following the boycott. 

Anheuser-Busch hired several consultants with experience in conservative causes. One of the consultants worked in the Trump administration. Another worked for former Sen. Kelly Ayotte (R-NH).

Sen. Ted Cruz (R-TX) told Fox News this week that Bud Light should be investigated. 

The senator said that he “could not think of a company in modern times that has more alienated its customer base and seemed to have so little understanding over who it is that drinks Bud Light.” 

The senator said that the CEO of Anheuser Busch is the head of the Beer Institute, which regulates beer sales. 

Cruz said that Mulvaney’s audience is heavily younger in age and that Budweiser was trying “to target teenagers.”