Two years after Bud Light partnered with transgender influencer Dylan Mulvaney, the brand continues to struggle, posting dismal sales over what should have been its most profitable holiday weekend. Despite favorable July 4th weather and strong performance from Anheuser-Busch InBev’s (ABI) other labels, Bud Light remains a “clear laggard,” according to industry data.
In early 2023, Bud Light triggered nationwide backlash after launching a social media campaign featuring Mulvaney, a man portraying a caricature of womanhood. The move ignited widespread boycotts and ridicule, with many viewing the stunt as an attack on traditional values and common sense. The fallout, once dismissed by ABI executives as “one post” and “one can,” has proven far more lasting.
Data cited by ZeroHedge shows that over the 2024 July 4th weekend, while ABI saw 52% of distributors report higher overall sales compared to the previous year, 74% of distributors reported lower volumes for Bud Light specifically. Analysts cited weak marketing support and lasting brand damage from the Mulvaney controversy.
The incident became a flashpoint in the broader cultural backlash against corporate endorsement of radical gender ideology. Many Americans saw the Bud Light partnership not only as tone-deaf but as a capitulation to extreme activist agendas, crossing lines of decency and common values.
ABI CEO Michel Doukeris attempted to downplay the incident in 2023, attributing the backlash to a misunderstanding over a single social media post. But the brand damage has endured, and Bud Light’s decline remains a stark warning to corporations attempting to force fringe ideology on a majority of customers.
The long-term consequences have been profound, with other major brands like Target also facing consumer resistance for similar politically charged campaigns. Bud Light’s collapse has since become a symbol of cultural pushback, reminding everyday Americans that they’re not alone in their values—and that their purchasing power still matters.
