Talk about destroying a brand in record time! Not only is Anheuser Busch’s Bud Light no longer America’s #1 beer (it was surpassed by Mexican beer Modelo), it’s not even in the top 10 anymore! Alissa Heinerscheid, the wokster market executive at AB decided to celebrate Dylan Mulvaney’s 365 days of womanhood with a sponsorship deal. And this is the result.
Once the top-selling beer in the U.S., Bud Light is no longer on the list of the country’s 10 most popular beers after it partnered with transgender activist and influencer Dylan Mulvaney.
The Bud Light dropped from the ninth most popular beer last year to its current spot at 14, according to a new YouGov survey. It fell behind other brands like Pabst Blue Ribbon, Miller Genuine Draft and Miller Lite. Rounding out the top five most liked beers were Guinness, Heineken, Corona, Samuel Adams and Blue Moon.
However, surveys taken in the second quarters of both 2022 and 2023 found that the numbers of those who “liked” Bud Light beer stayed the same at 42%.
Anheuser-Busch, the parent company of Bud Light, has seen sales plummet amid consumers abandoning the brand after it’s partnership with Mulvaney to promote the March Madness basketball tournament.
The trans activist showed off cans of Bud Light sent by Anheuser-Busch that featured Mulvaney’s face to celebrated the milestone of “365 Days of Girlhood,” a series where the influencer detailed daily experiences during the first year of identifying as a transgender woman on TikTok.
An interview with Bud Light‘s marketing vice president Alissa Heinerscheid also surfaced, where she criticized the brand’s consumers as “fratty” with “out of touch humor.”
“We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out of touch humor, and it was really important that we had another approach,” she said of her marketing strategy.