Bud Light sales drop 21-26% in wake of Dylan Mulvaney fiasco
https://nypost.com/2023/05/02/bud-light-sales-plummet-21-in-wake-of-dylan-mulvaney-fiasco/
Bud Light sales plunged 21% vs. a year ago, accelerating from a 17% slide a week earlier and an initial weekly drop of 6% when the controversy kicked off during the first week of April, according to Nielsen IQ and Bump Williams Consulting.
Meanwhile, beer volumes — the number of cases sold, whether in packs of 12, 18 or 24 cans — dropped an even steeper 26% last week, versus a 21% drop a week earlier and an initial drop of 11%, according to the data.
That’s an indication that Bud Light’s core customers — who typically buy their beer in bulk — are ditching the brand, beverage expert Bump Williams said in a Tuesday interview.
“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 told The Post. “It’s going to be very, very hard to reverse the decline.”
Bud Light remains the bestselling beer in the US, with sales last year topping $4.8 billion. By comparison, the No. 2 brand, Modelo Especial, sold $3.75 billion while Michelob Ultra generated $3.3 billion in sales, according to Williams’ Connecticut-based research firm.