Bud Light Boycott 2023: Fallout from a controversial ad campaign

Background to the boycott
At the beginning of April, Dylan Mulvaney, a well-known transgender activist, posted a video on Instagram in which she appeared as a testimonial for Bud Light. The video was part of a broader campaign by the beer brand to appeal to younger target groups. However, the advertisement featuring Mulvaney caused a storm of indignation in conservative circles, who saw it as too political and “woke”. Prominent critics such as country singer Kid Rock called for a boycott of Bud Light and Anheuser-Busch.

Course and effects
The boycott quickly had an effect. In the weeks following the controversial Mulvaney video, sales of Bud Light plummeted by up to 26%. Other Group brands such as Budweiser, Michelob Ultra and Busch were also affected. Many bars and stores removed Bud Light from their product ranges. Videos showing the destruction of Bud Light cans circulated on the Internet.

Anheuser-Busch initially tried to distance itself from Mulvaney, but found itself caught between two stools. Representatives of the LGBTQ+ community also called for a boycott. In May, Bud Light lost its title as the best-selling beer in the USA to the Mexican brand Modelo for the first time in 20 years. AB InBev's share price fell to a two-year low.

Reactions and consequences
Anheuser-Busch reacted with changes in marketing management, new advertising campaigns and concessions to conservative critics. However, the continuing loss of sales and market share finally forced the group to take more drastic measures. In July, AB InBev announced the dismissal of around 400 administrative staff. Several brands such as Shock Top were sold.

The “Bud Light Boycott” showed that even traditional brands are not immune to a consumer boycott if they become embroiled in politically charged controversies. For Anheuser-Busch, it meant lasting damage to its image and an economic setback from which the company is only slowly recovering.