Bud Light has been overtaken as the best-selling beer in the nation in recent weeks, according to a data analytics firm, largely due to backlash from conservatives over its relationship with transgender influencers. He said it was a sign that he might be taking a hit.
Constellation Brands’ Mexican beer Modelo Especial took the top spot, and according to Nielsen IQ data analyzed by consulting firm Bump, the number one beer in the U.S. in the four weeks ended June 3. It accounted for 8.4% of beer retail sales. Williams. Bud Light’s sales fell by 7.3% over the same period.
The change came after transgender influencer Dylan Mulvaney posted a video on Instagram on April 1 promoting the Bud Light contest against conservative-led Bud Light. It follows a boycott. Bud Light’s share of retail sales has fallen about 3 percentage points since the boycott began.
After right-wing commentators and celebrities began protesting, sales began to plummet. Anheuser-Busch, the maker of Bud Light, has since announced the retirement of two marketing executives, but the company’s attempt to change course has now drawn further criticism from liberals and members of the LGBTQ community.
The debate focused on the challenges brands and retailers such as Adidas and Target face in marketing to LGBTQ consumers in a polarized political environment.
Anheuser-Busch did not immediately respond to a request for comment.
“Bud Light’s failure felt like a betrayal to both liberal and conservative customers, and it will take months, if not years, to rebuild that trust.” says Daniel Corshun, associate professor of marketing at Drexel University’s Lebow College of Business.
Bud Light’s sales hovered around 10% of U.S. retail beer sales for the four weeks ending April 22, but fell to 8.7% in April and has been trending downward since. It is in. Modelo, Coors Lite and Miller Lite each increased their share of the retail beer market over the same period.
According to research, Boycotts are often short-lived. Bud Light, which has dominated the market for at least the past two decades, has faced stiff competition in recent years, said Dave Williams, vice president of analytics and insights at Bump Williams.
“I can’t think of a better brand than Bud Light in recent years, but brands like Modelo Especial and Michelob Ultra are definitely on an upward trajectory doing their best to close the gap with Bud Light.” Mr Williams said. on mail.
Bud Light still holds a strong position in the American beer market. Based on year-to-date data, it remains the best-selling beer in the United States. We also sell more beers than any other brand.
The analyzed data pertains only to off-premises sales and does not take into account beer purchases from bars and restaurants.