Anheuser-Busch InBev has informed wholesalers that the company will buy back unsold cases of Bud Light, The Wall Street Journal reports.
Bud Light sales dropped by about 28% in May when compared to sales figures from last year following controversy over the company's partnership with transgender influencer Dylan Mulvaney. The Journal reported that the company recently informed wholesalers that it would buy back unsold cases of beer that have passed their expiration dates.
"In the current environment in the social media landscape, you know that consumer brands in different situations might be pulled into the discussion," Anheuser-Busch InBev Chief Executive Michel Doukeris said in a recent interview. "With one can, one post … we saw how this grew."
Alissa Heinerscheid, Bud Light's head of marketing, said in March that "I had a really clear job to do when I took over Bud Light. It was, this brand is in decline, it's been in decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light."
The controversy stems from a single personalized can that Bud Light sent to Mulvaney as a gift to mark the anniversary of her gender transition. Mulvaney shared an image of the can in a sponsored Instagram post calling it "possibly the best gift ever."
https://www.newsmax.com/newsfront/anheuser-busch-bud-light-dylan-mulvaney/2023/05/22/id/1120783/
kek, get woke, go broke.