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Oh boy, where do I begin? I know you’re not hearing about this for the first time but I certainly had to post about it. I was wondering how I would approach this subject before I started and decided I wouldn’t focus completely on the controversy that is absolutely killing this brand (although I’m sure I’ll touch on it) but rather what’s happening to the brand currently and what the future might look like.
I never drank Bud Light on a regular basis and only have had it when it was the best option available (or free) so none of this controversy or boycotting affects me either way. I do have friends that are fans of Bud Light that have either stayed with the product or have changed brands altogether.
If you don’t know by now, Modelo Especial has replaced Bud Light as the #1 retail selling beer in the U.S. This accounts only for retail sales such as grocery stores and convenience stores and doesn’t take into account sales at bars or restaurants that sell beer on the premises. Bud Light had about 10% of all of the retail sales and fell to 7.3% while Modelo now accounts for 8.4% of all retail sales. For the week ending 6-17-23 Bud Light is down 28.5% over a year ago. According to Newsweek, from a 6/14/23 article, Bud Light still remains America’s best-selling beer year-to-date in both revenue and volume but who even knows what any of that means.
Things have gotten so bad for the brand that between June 15 and July 8, 2023 they are offering up to a $15 rebate, via a digital gift card, on 15-packs of Bud Light, Budweiser, Budweiser Select and Budweiser Select 55 in order to boost sales. They are literally giving beer away for free as I know several retailers are selling 15-pack cases for under $15. If I was a regular Bud Light drinker I wonder if this would be enough to get me back as a customer? I think I’d have to say yes (if I hadn’t already caved) but lucky for me it’s not a decision I have to make, although the other side of that coin is that it IS free beer and I know I’ve said many times that “free beer is the best beer”.
As far as the executive marketing team goes that came up with this promotion, they are officially out at the company. Apparently, they can’t publicly say that they were “fired” (without being sued) hence why they said they were “on a leave of absence” but they will not be back.
Because of that possible worst marketing campaign of all time – they are rolling out their biggest summer campaign ever with new TV ads (some in which NFL players are involved in) and sponsoring the “Bud Light Backyard Tour” by some country artists. They are also giving away $10,000 weekly as well as have $100 put toward your bar bill.
These new marketing campaigns can’t hurt and I can see them rebounding from this controversy to some degree – whether they ever get back their #1 status – I guess we’ll wait and see. My opinion is that a lot of people will eventually go back to Bud Light if they were fans of it to begin with. Time heals all wounds kinda thing. I’m not sure how many new fans they’re going to gain in the short term but maybe they can get some of their customers back. Another problem they may have is now that people have tried other brands – they may have discovered a beer they actually do like better and never go back.