“Sales cratered and sat there,” an industry analyst said.
A year after conservative activists boycotted Bud Light over a trans influencer’s endorsement, the beer’s sales remain severely impacted, ABC News reports.
The ongoing boycott continues to strain local wholesalers, many of whom rely heavily on Bud Light for revenue. An Anheuser-Busch wholesaler in the Northeast, whose child is trans, described the personal and financial toll, noting a 30% pay cut and considering retirement.
Sales plummeted by 50% immediately following the boycott, causing significant distress among distributors. Another Mid-Atlantic wholesaler said they struggled to cut costs without layoffs, while a Southeast distributor expects sales to remain down for at least two more years.
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Despite the decline, harassment of employees has lessened, and Bud Light still ranks as their top-selling beer. Some wholesalers praise Anheuser-Busch for its support, while others highlight the broader industry trend of declining beer sales.
Anheuser-Busch emphasizes Bud Light’s continued success and its strong partnerships with over 350 wholesalers. The company sold 150 million euros worth of Yeezy products last quarter, generating around 50 million euros in profit.
Dave Williams of Bump Williams Consulting noted that sales dropped 25% after the endorsement from Dylan Mulvaney. Although recent months show improvement, sales remain below pre-boycott levels.
Wholesalers remain hopeful for recovery, aiming to retain customers and win back those lost during the boycott. The broader shift from beer to other alcoholic beverages also contributes to the sales decline, according to Tom Davis of Katcef Brothers, Inc.
Maurice Schweitzer from the University of Pennsylvania attributes the boycott’s unusual success to the polarized political climate, noting that even beer has become politicized.