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Although it’s been several months since Bud Light went up in flames for the marketing scandal involving trans influencer Dylan Mulvaney, we’re just now beginning to see how far-reaching the consequences are.
Anheuser-Busch has now lost “$27 billion in market value,” according to a report released yesterday, which is why the brewing company is being forced to sell eight of its “beloved brands.”
Pat Gray plays a clip of Alissa Heinerscheid, the marketing VP behind Bud Light’s calamitous campaign, stating: “I had a really clear job to do when I took over Bud Light, and it was this brand is in decline, it’s been in decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”
“In other words, if you’re drinking Bud Light right now, you’re too old, and we don’t want you,” he says.
Heinerscheid also reportedly insulted the brand’s “frat-boy image” when a huge portion of its customer base was college boys.
Pat and Jeffy both think Dylan Mulvaney didn’t single-handedly cause the massive drop in sales; he was merely “the straw that broke the camel’s back” after ongoing insults were hurled at the brand’s customer base.
“For decades [Bud Light] was the top-selling beer in America,” says Pat, but a 2023 survey shows it’s “now at number 15.”
If Bud Light was in decline pre-Mulvaney, its fate is certainly sealed now.
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