Opinion
Bud Light has lost hundreds of millions of dollars since partnering with transgender influencer Dylan Mulvaney in April last year. Although Bud Light has been frantically trying to save the brand in recent months, a former Anheuser-Busch executive has spoken out to say they haven’t “done a good job.”
Bud Light Didn’t “Do a Good Job”
Anson Frericks, former president of operations at Bud Light’s parent company Anheuser-Busch, told Fox Business that the brand is having trouble winning back consumers because Anheuser-Busch hasn’t asked customers to “come back to them.”
“They haven’t done a good job of getting out of this ditch at all,” Frericks said. “Sales continue to decline 30% week over week, despite spending three times their planned marketing budget on Bud Light last summer.”
Watch him talk more about this in the video below.
Partnership with Mulvaney ‘was a mistake’
Last summer, Frericks admitted that Bud Light made a “mistake” by partnering with Mulvaney.
“[Bud Light] it was the biggest brand in the United States because it was remarkably apolitical,” he said. “It was always about sports, about music, about bringing people together. That’s why it was a mistake to do this campaign because they weren’t able to come out ”.
“This campaign was a mistake,” Frericks continued. “Anheuser-Busch will not do campaigns like this in the future. We’ll get back to the things that bring everyone together. We hope that this will protect jobs at Anheuser-Busch, jobs at wholesalers and get this company growing in the right direction again.”
Frericks concluded by calling on Anheuser-Busch executives to “get back to what Bud Light has always been, which was a great beer that was great to drink at football games and that didn’t necessarily become part of the conversation.”
Related: Former Anheuser-Busch exec finally admits that partnership with Bud Light’s Dylan Mulvaney ‘was a mistake’
Trump and Kid Rock pardon Bud Light
However, Bud Light has managed to win some people back. Earlier this month, former President Donald Trump urged his supporters to give Bud Light another chance.
“The Bud Light ad was a mistake of epic proportions, and a very high price was paid for it, but Anheuser-Busch is not a Woke company,” Trump wrote in a post on Truth Social.
“Is Anheuser-Busch a great American brand that perhaps deserves a second chance?” He continued. “What do you think? Maybe instead we should go after those companies that are trying to DESTROY AMERICA!”
Related: Trump joins Kid Rock, says conservatives should give Bud Light ‘a second chance’
Singer Kid Rock, who blasted Bud Light’s speakers in reaction to the Mulvaney partnership, also wants the brand to be forgiven.
“Do I want to hold their heads under water and drown them because they made a mistake?” she said in December, according to The Tennessean. “No, I think they got the message.”
Kid Rock went on to say that it is mostly the working class, the “people who have no weight in the struggle” who ultimately get hurt by things like the Bud Light boycott.
“They messed up, they made a mistake,” he said. I do not care anymore.”
Do you agree with Frericks that Bud Light hasn’t done enough to win back consumers or do you think it’s time to forgive and forget? Let us know in the comments section.
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