Branding: Here's Why Bud Light is Losing Millions

The CEO of a major PR firm claimed that Bud Light is suffering badly over its decision to make a trans woman one of its paid spokespersons because the marketing ploy "goes against their DNA."

David Johnson, CEO of Strategic Vision PR Group and expert in crisis communications, told Fox News Digital that Bud Light’s move to partner with trans woman and biological male Dylan Mulvaney "goes against its brand identity," and that is why the company has lost billions in market value in the wake of a backlash.

Johnson also explained that brands like Starbucks and Nike, which has also made Mulvaney a partner in advertising its female sportswear, do not suffer boycotts from conservatives as much because their consumers are more progressive. 

Johnson’s interview with Fox happened just after beer maker Anheuser-Busch shed around $5 billion in value after a consumer backlash in response to the brand making Mulvaney a Bud Light spokesperson. 

Fox News Digital reported, "As of Wednesday's close, Anheuser-Busch has fallen 5.02% and lost $4.562 billion in market cap, according to Dow Jones Market Data Group."

Johnson, whose company works with major brands throughout the world to "develop a brand strategy" and help them deal with any PR crises, told Fox News Digital that he would’ve advised Bud Light "not to have gone into this situation" – marketing with Mulvaney – "because it goes against their brand identity."

He said, "Their brand identity is Midwest, southeast, southwest, rural purchasers, conservatives, sports fans as well. And the Mulvaney endorsement, partnership seems to go against that brand."

The CEO also claimed that Bud Light’s VP of Marketing, Alissa Heinerscheid got it wrong when she wanted to make the company less "fratty" and more inclusive and diverse.

He said, "Now I know, of course, the VP of Marketing is saying she’s trying to expand the brand, trying to lure young, upper-class females to liking Bud Light and that just doesn’t seem to make sense."

Johnson claimed the data shows that Bud Light just doesn’t appeal to this demographic like it does to middle America. He said, "Those people, that demographic, is never gonna be your Bud Light fan. They’re not a big beer drinker – we’ve seen this in surveys after surveys."