Bud Light Boycott Effects Endure—Brand Drops To Third

Market Performance and Sales Impact - Bud Light lost $1.4 billion in U.S. beer sales last year following the controversy, and the company lost over$27 billion in value [3] - Bud Light's U.S. market share was slashed by half, with U.S. retailers reducing shelf space for the brand by up to 7.5% [3] - In the four weeks ending July 6, Bud Light fell to third place in U.S. beer sales with a 6.5% market share, behind Modelo (9.7%) and Michelob Ultra (7.3%) [7][14] Competitive Landscape - Modelo Especial, a brand under Constellation Brands, gained significant market share, overtaking Bud Light as the top-selling beer in the U.S. [3][7] - Michelob Ultra and Busch Light, both under Anheuser-Busch InBev, saw sales increases during the same period, despite Bud Light's decline [10] Brand Strategy and Recovery Efforts - Anheuser-Busch InBev is focusing on building momentum for Michelob Ultra through partnerships at Copa América and the Paris Olympics [3] - Bud Light is attempting to regain its lost audience, including plans for a new Super Bowl ad [8] - Donald Trump's unexpected endorsement of Bud Light ahead of the Super Bowl led to a 5% increase in AB InBev's shares [16] Historical Context and Controversy - Bud Light's partnership with transgender influencer Dylan Mulvaney sparked a boycott, leading to a political crisis and accusations of abandoning its core customer base [15] - The controversy resulted in a significant hit to Bud Light's brand reputation and sales in the U.S., with conservatives celebrating the boycott [15]