America’s national beer could soon be Mexican as Memorial Day weekend sales drop...
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America’s national beer could soon be Mexican as Memorial Day weekend sales drop plunges Bud Light further into crisis
Memorial Day is usually a time for families to fire up the backyard grill, invite the neighbors over, and enjoy the sunshine over hot dogs and hamburgers—and, yes, beer.
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But when the coolers were cracked open this weekend, fewer and fewer Americans reached for Bud Light. Instead people competed on social media as to who could post their best picture of fully stacked shelves next to signs advertising rebates for every case of Bud Light bought.
Thanks to the continued backlash over an April 1 Instagram post—in which the transgender influencer Dylan Mulvaney opened a Bud Light can with their likeness on it—the most popular beer brand in the United States could soon come from Mexico.
A combination of a 26% drop in sales of the Anheuser-Busch InBev brand with a 9.2% gain in Modelo Especial means the two may end up swapping rankings in 2023, according to data from Bump Williams Consulting and NielsenIQ.
“That’s a monumental decline,” Williams told the New York Post. “If this continues, Modelo will surpass Bud Light for the year.”
For parent company AB InBev, this might not seem like a problem at first glance since it owns and distributes Modelo Especial throughout the global beer market—with one notable exception: the United States. There it belongs to Constellation Brands.
Not just Bud Light
Consumers are not just punishing Bud Light. Culture war advocates lashed out at Miller Lite for an advertisement released in March, in which AB InBev’s other major U.S. brand sought to call time out on the objectification of women when marketing beer.
Attempts by Budweiser to backpedal with patriotic imagery of America’s heartland have not had the desired effect, as the Memorial Day week sales drop proved the worst since the controversy began.
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