Bud Light is planning a major marketing blitz after its sales got slammed by an ill-fated partnership with transgender influencer Dylan Mulvaney — and the company is promising beer distributors there won’t be another screwup, The NY Post reports.
At a closed-door meeting this week in Washington, DC, Anheuser-Busch executives told US beer distributors they will “spend heavily on the brand after spending fell off a cliff last year,” Benj Steinman, editor of Beer Marketer’s Insights, told The Post.
Bud execs said at the Monday meeting that the fresh marketing push will begin this week, Steinman said, as the beer giant scrambles to reverse the damage from the controversial Mulvaney campaign, which sent sales of Bud Light plunging 17% during the week ended April 15.
Anheuser-Busch “did promise to spend lotsa dough on Bud Light [marketing] this spring and summer, starting with big push this week for the NFL draft,” Steinman wrote in a report to clients on Wednesday that was obtained by The Post.
The company has been largely tight-lipped since April 1, when the 26-year-old Mulvaney released videos on social media of herself swigging Bud Light in a bubble bath and showing off a commemorative Bud Light can with her image on it to celebrate her first year as a woman.
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