In the wake of a one-off social media promotion featuring transgender influencer Dylan Mulvaney, Bud Light, the popular beer brand, has faced a significant sales decline following an anti-trans backlash. Mulvaney’s Instagram endorsement of the brand in April was met with transphobic responses, including public displays being smashed by right-wingers and bars refusing to sell Bud Light. Most notably, musician Kid Rock garnered attention when he posted a video of himself shooting cans of the beer in protest.
The backlash escalated, leading to calls for a boycott, and parent company Anheuser-Busch InBev reported a staggering 10% decline in Bud Light sales within the US during the spring, resulting in rival Mexican brand Modelo surpassing Bud Light as the top-selling beer in the country. The situation prompted Anheuser-Busch InBev to update its investors, revealing a more than five percent drop in the company’s share of the US market since the previous year.
While the US sales slump raised concerns, Budweiser, another brand under the Belgium-based company’s portfolio, experienced a contrasting trend. Budweiser sales outside the US recorded a nearly 17% increase compared to the previous year, signaling a brighter outlook in international markets.
Amidst the controversy, Anheuser-Busch InBev’s chief executive, Brendan Whitworth, pledged ongoing support for the LGBTQ+ community during an interview on CBS Mornings. He affirmed Bud Light’s commitment, which dates back to 1998, to stand by the communities and organizations they have supported for decades. However, Whitworth acknowledged that the situation had evolved into a divisive conversation, moving away from the product’s essence.
Yet, the company’s response faced further criticism, this time from the LGBTQ+ community itself, as some individuals felt the brand had not been unequivocal enough in its support of Dylan Mulvaney and the trans community. Many queer bars joined the boycott, asserting that Bud Light had distanced itself from Mulvaney when support against transphobic hatred was most needed.
Mulvaney, in an emotional statement, shared the distress she endured since the campaign’s launch, recounting incidents of bullying and transphobia that left her feeling isolated and fearful. She expressed disappointment in Bud Light for not standing publicly by her side during such trying times, emphasizing the responsibility companies have in supporting their diverse workforce.
The controversy surrounding Bud Light highlights the importance of authentic and unwavering support for LGBTQ+ individuals and demonstrates the challenges faced when navigating the complexities of public opinion and social issues in the corporate sphere. As the fallout continues, both Bud Light and the wider beverage industry are reminded of the vital role they play in promoting inclusivity and combating discrimination.