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'Shocking deterioration': Bud Light sales continue downward spiral as boycott proves effective

Natalie Behring/Getty Images

The boycott of Bud Light over its sponsorship of transgender activist Dylan Mulvaney continues to be effective.

For the third consecutive week, Bud Light sales have plummeted. Sales data for the week ending April 22 showed that dollar sales are down 21% compared to the same sales period last year.

That's an increase from a 17% drop for the week ending April 15 and the 6% decrease for the week ending April 8, initial week of the boycott.

Beer Business Daily described the drop as a "shocking deterioration" of Bud Light's market share. "We've never seen such a dramatic shift in national share in such a short period of time," the newsletter said.

Meanwhile, volume sales — measuring the number cases sold outside of restaurants and bars — decreased a whopping 26% for the week ending April 22 compared to last year. That's an increase from 21% the week prior and 11% for the first week of the boycott.

Beer industry expert Bump Williams told the New York Post that the decline in volume sales indicates that Bud Light's core customers, those most likely to purchase large cases of the beverage, are a significant contributor to the sales decline.

"Larger packages of Bud Light are not being purchased — the 30-pack suitcases, the 20-packs, the 18-packs, the 12-packs — they're all being impacted," Williams said. "It's going to be very, very hard to reverse the decline."

In fact, Williams predicted that Bud Light will lose its spot the No. 1 beer in America by the end of the year if Anheuser-Busch fails to reverse the damage.

Anything else?

Speaking with the St. Louis Post-Dispatch, Williams explained that Bud Light's biggest competitors — for example, Coors Light and Miller Light, which are owned by parent company Molson Coors — are directly benefiting from Bud Light's declining sales.

What's more, other Anheuser-Busch brands are suffering because of the boycott.

"I also think that what's happening now is that anybody that is a Bud Light drinker and switches to Michelob Ultra because they don't want to be seen holding a Bud Light, someone down the bar is going to say, 'Hey, buddy, that's an Anheuser-Busch product you're holding,'" Williams said.

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