Bud Light's Efforts to Buy Back Their Own Supply Show Just How Badly They're Tanking

Bud Light's Efforts to Buy Back Their Own Supply Show Just How Badly They're Tanking
AP Photo/Jacquelyn Martin, File

I don’t think I’ve ever seen a boycott have such a sustained, multi-layered effect on a company as the boycott against Bud Light. Now there’s more evidence that it’s gotten worse.

As we’ve reported, they’ve been boycotted by a significant segment of their former customers and some famous entertainers, causing their sales to plunge by 26 percent. The boycott has even hit other brands sold by Anheuser-Busch once former patrons became aware of the brands owned by the beverage giant. Moreover, Anheuser-Busch InBev had their stock downgraded by analysts at HSBC because of the controversy, saying the brand was “in crisis.”

It’s dropped in all areas across the country.

In response, the company just seems to keep stepping in it, again and again. They’ve blamed an outside ad agency despite forgetting their own spokesperson’s endorsement of transgender influencer Dylan Mulvaney’s celebration of his “365 days as a girl.” And they’ve refused to address the elephant in the room and solicit the opinion of their customers.

But nothing they do — without addressing that elephant in the room honestly — seems to have any effect on stemming the problem. I was at an event in Texas on Sunday that had a big Bud Light booth as part of the event. There was one guy at the booth with many seats, on a hot muggy Texas day. Can we say trouble? That was it, in a nutshell.

How bad is it? Now Anheuser-Busch is even buying back cases of unsold Bud Light.

Bud Light has reportedly told wholesalers that it will buy back unsold cases of beer that are past their expiration dates as sales of the Anheuser-Busch-owned brand have lagged following its disastrous marketing partnership with transgender influencer Dylan Mulvaney.

They’re also trying to pitch a new campaign with a veterans group, and going back to focusing their advertising on football and country music to try to reclaim their customers.

They also appear to be essentially giving away their beer for free, if they’re selling it for $19.98, and giving a $20 coupon.

They’re doing that probably to raise their sales numbers. But when you’re giving away the beer, you’re not taking in any money. Also notice, even with the coupon, a ton of it is still sitting there in the aisle. The American people may not even want the free beer if they have to redeem a coupon for it. That isn’t good for Bud Light.

However, if Anheuser-Busch continues to not formally address that elephant in the room, I don’t think they will stem the tide and stop the bleeding. I don’t get why they keep their head in the sand on this. Are they that afraid of the left? It would seem so. It isn’t the left who has bought their beer. Yet they still seem to fear it more than they fear the loss of their customers. It doesn’t make a lot of sense from a business point of view. Until they truly address the elephant, they’re just not going to solve the problem.

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