Bud Light has been dethroned as the country’s best-selling beer in recent weeks, a data analytics company said, a sign the brewer has received flak from conservatives over its relationship with a transgender influencer. There may be damage.
Taking its spot at the No. 1 spot is Modelo Especial, a Mexican beer made by Constellation Brands, which accounted for 8.4 percent of U.S. retail beer sales in the four weeks ending June 3, according to Nielsen IQ data analyzed by consulting firm The Bump. Is. Williams. Bud Light sales fell by 7.3 percent during the same period.
The change follows a conservative-led boycott against Bud Light that began after Dylan Mulvaney, a transgender influencer, posted a video on Instagram promoting a Bud Light contest on April 1. Retail sales of Bud Light have dropped by about three percentage points since the boycott began.
Sales began to decline following protests from commentators and celebrities on the right. Bud Light’s maker Anheuser-Busch later announced the departure of the two marketing executives, but the company’s attempt to retool has drawn further criticism, this time from liberals and members of the LGBTQ community.
The controversy has faced brands and retailers such as Adidas and Target marketing to LGBTQ consumers in a polarized political environment.
Anheuser-Busch did not immediately respond to a request for comment.
“Bud Light’s missteps felt like a betrayal to both its liberal and conservative customers, and it took months, if not years, if not years, to rebuild that trust,” said Daniel Korschun, associate professor of marketing at Drexel University’s Labo College of Business. Will take.”
Bud Light sales accounted for about 10 percent of U.S. retail beer sales for the four weeks ending April 22, when it dropped to 8.7 percent, and have been on a downward trend ever since. Modelo, Coors Light and Miller Lite each saw their share of the retail beer market jump during the same period.
research has shown that the effects of boycotts are often short-lived. Bud Light has dominated the market for at least the past two decades, but it has faced stiff competition in recent years, said Dave Williams, vice president of analytics and insights at Bump Williams.
“I can’t recall any other brand surpassing Bud Light in recent years, although brands like Modelo Especial and Michelob Ultra are certainly doing their best to narrow the gap between themselves and Bud Light.” are,” Mr. Williams said in an email.
Bud Light still has a strong influence on the American beer market. Based on year-over-year figures, it is still the best-selling beer in the United States. It sells more beer by volume than any other brand.
The data analyzed was for off-premise sales only, meaning it does not consider beer purchases from bars and restaurants.