Earnings Decline in North American Sales for Bud Light Following Transgender Promotion Controversy by Ryan Lee October 31, 2023 written by Ryan Lee October 31, 2023 7 comments Bookmark 46 Anheuser-Busch InBev reported on Tuesday that despite experiencing revenue growth in various international markets, its North American sales have taken a hit. This downturn is attributed to the backlash over a marketing campaign involving a transgender influencer, which led to a decline in Bud Light sales. The multinational brewing corporation, which owns Bud Light, announced an increase of 4.1% in adjusted earnings for the most recent quarter, amounting to $5.4 billion. Overall revenues for the quarter rose by 5% to reach $15.6 billion. However, sales revenue in the United States for the quarter spanning July to September experienced a significant decline of 13.5%. The company, headquartered in Leuven, Belgium, highlighted that the fall in sales was “primarily due to the volume decline of Bud Light.” The drop in Bud Light sales came after a marketing campaign that involved sending a special edition can to transgender influencer Dylan Mulvaney in early April. This decision led to a considerable conservative backlash and resulted in Bud Light losing its status as the best-selling beer in the United States—a position it had maintained for over two decades. By June, the beer brand had fallen to second place in U.S. retail sales, overtaken by Modelo Especial. Modelo, also owned by InBev but distributed and sold in the U.S. by Constellation Brands, currently holds nearly a 9% market share in retail sales year-to-date through October 21, while Bud Light’s share stands at 8%. According to Nielsen data analyzed by Bump Williams Consulting, U.S. dollar sales for Bud Light declined by 29% in the four weeks ending on October 21, compared to the same period last year. Furthermore, year-to-date sales are down almost 19%. Table of Contents Frequently Asked Questions (FAQs) about Bud Light sales declineWhat led to the decline in Bud Light’s North American sales?Who overtook Bud Light as America’s best-selling beer?How significant was the decline in Bud Light’s U.S. sales?What was the financial performance of Anheuser-Busch InBev for the recent quarter?Where is Anheuser-Busch InBev headquartered?What is the current market share of Bud Light and Modelo Especial?How did the controversial campaign affect Bud Light’s long-standing market position?More about Bud Light sales decline Frequently Asked Questions (FAQs) about Bud Light sales decline What led to the decline in Bud Light’s North American sales? The decline in Bud Light’s sales in North America is primarily attributed to a controversial marketing campaign involving a transgender influencer, Dylan Mulvaney. The campaign led to a conservative backlash, affecting the brand’s market performance. Who overtook Bud Light as America’s best-selling beer? Modelo Especial overtook Bud Light as America’s best-selling beer. Modelo is owned by Anheuser-Busch InBev but is imported and sold in the U.S. by Constellation Brands. How significant was the decline in Bud Light’s U.S. sales? According to Nielsen data compiled by Bump Williams Consulting, U.S. dollar sales for Bud Light declined by 29% in the four weeks ending on October 21, compared to the same period the previous year. Year-to-date sales are down nearly 19%. What was the financial performance of Anheuser-Busch InBev for the recent quarter? Anheuser-Busch InBev reported an increase of 4.1% in adjusted earnings for the most recent quarter, amounting to $5.4 billion. Overall revenues for the quarter rose by 5% to reach $15.6 billion. Where is Anheuser-Busch InBev headquartered? Anheuser-Busch InBev is headquartered in Leuven, Belgium. What is the current market share of Bud Light and Modelo Especial? As of year-to-date retail sales through October 21, Modelo Especial holds nearly a 9% market share, while Bud Light has an 8% share. How did the controversial campaign affect Bud Light’s long-standing market position? The controversial campaign led to Bud Light losing its position as America’s best-selling beer—a status it had maintained for over two decades. It dropped to second place in U.S. retail sales by June, overtaken by Modelo Especial. More about Bud Light sales decline Anheuser-Busch InBev Quarterly Earnings Report Nielsen Data on Alcohol Sales Bump Williams Consulting Analysis Constellation Brands Overview Bud Light’s Marketing Campaign Controversy Modelo Especial Market Performance You Might Be Interested In Transgender influencer Dylan Mulvaney says Bud Light didn’t support her during backlash Elevated Household Expenses Surpass Income Gains for Majority of Americans, Big Big News-NORC Survey Reveals Saudi Aramco Posting Record Profits of $161B in 2022 Bud Light, top US seller since 2001, loses sales crown to Modelo as beer backlash continues Drop in Bud Light Sales Amid Controversy Over Partnership with Transgender Celebrity Apple’s earnings top analysts’ forecasts, but year-over-year sales drop for third straight quarter Anheuser-Busch InBevBud LightEarningsmarketing backlashModelo EspecialNorth American salestransgender influencer marketingU.S. retail sales Share 0 FacebookTwitterPinterestEmail Ryan Lee Follow Author Ryan Lee is a technology journalist who covers the latest trends and developments in the world of tech. He is passionate about new gadgets and software, and he enjoys testing and reviewing the latest products to hit the market. previous post Elevated Interest Rates and Uncertain Economic Climate Prompt Federal Reserve to Maintain Status Quo next post Federal Judge Dismisses Defamation Case Against Shannon Sharpe by Brett Favre, Citing Protected Speech and Hyperbole You may also like Bookmark Elevated Household Expenses Surpass Income Gains for Majority... October 27, 2023 Bookmark Apple’s earnings top analysts’ forecasts, but year-over-year sales... August 6, 2023 Bookmark Drop in Bud Light Sales Amid Controversy Over... August 3, 2023 Bookmark Saudi Aramco Posting Record Profits of $161B in... March 12, 2023 7 comments EconQueen October 31, 2023 - 12:10 pm Stats don’t lie. 29% decline in just 4 weeks is something AB InBev should be seriously concerned about. Reply CraftBeerLover October 31, 2023 - 2:41 pm Maybe its time for Bud Light to innovate instead of going for controversial campaigns. just sayin. Reply SarahM October 31, 2023 - 7:19 pm interesting how one marketing campaign can change decades of market leadership. Kinda crazy if you ask me. Reply JohnDoe92 October 31, 2023 - 7:54 pm Wow, can’t believe Bud Light lost its spot as the top-selling beer. That campaign really backfired huh. Reply MarketWatch November 1, 2023 - 12:12 am Modelo’s taking the lead is no small feat. Guess people are really shifting their preferences. Reply TechGuy101 November 1, 2023 - 11:05 am Anheuser-Busch InBev’s overall financials don’t look bad, but that drop in Bud Light sales is alarming. They need to reassess their marketing strategies ASAP. Reply FiscalFred November 1, 2023 - 11:05 am Modelo is owned by InBev but sold by Constellation in the US? Interesting setup. Wonder how that affects the internal competition. 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