Bud Light, the once-domineering force in the American beer market, has recently found itself under a storm of criticism. The beer brand’s attempts to refresh its advertisement campaigns with an innovative collaboration backfired dramatically, resulting in an avalanche of ridicule and boycott calls on Twitter following the brands return to social media. The controversy began with their partnership with transgender influencer Dylan Mulvaney, which sparked wide-ranging disapproval and initiated a movement to boycott the beer brand.
It’s fine, this is fine pic.twitter.com/wrm8MwtSqn
— Bud Light (@budlight) July 9, 2023
Bud Light faced backlash from conservatives, musicians, and even the LGBTQ community. The brand was criticized for not standing up for its association with Mulvaney, which fueled the boycott movement. Consequently, Bud Light’s domestic sales declined, falling short of last year’s revenue. Adding to the blow, Modelo Especial surpassed Bud Light as America’s top beer.
Bud Light attempted to regain public favor through new social media content, including a widely criticized video on Twitter. Users suggested the brand should retire, questioning the competence of the social media team. While a few found it lighthearted, the majority expressed discontent towards Bud Light.
Bud Light has turned to various tactics to reverse its slide in sales, offering large discounts and rolling out strategies to counter the boycott. However, these moves have brought their own controversy. A former employee has accused the brand of deliberate sabotage. Dylan Mulvaney, the central figure in the original controversy, lambasted Anheuser-Busch, Bud Light’s parent company, for not publicly supporting him during the attacks he faced, as the company essentially left him out to dry following the controversy.
