By Dee-Ann Durbin
Bud Light's parent company expressed confidence that its U.S. market share has stabilized after a promotion with a transgender influencer cost it sales.
Anheuser-Busch InBev said last week (8/3) that its U.S. revenue fell 10.5% in the second quarter. Bud Light sales plunged amid a conservative backlash after the brand sent a commemorative can to transgender influencer Dylan Mulvaney in early April.
The company said its total U.S. market share for all brands fell more than 5% to 36.9% in April, but then remained stable from the end of April through the end of June. Some of the company's brands, like Busch Lite and Michelob Ultra, have gained U.S. market share.
Still, the Bud Light saga has been a costly one for the brewer. In June, Bud Light lost its place as America's best-selling beer after more than two decades, slipping into second place behind Mexican lager Modelo Especial. InBev also owns Modelo, but in the U.S. the brand is imported and sold by Constellation Brands.
In the month ending July 22, Bud Light's U.S. retail sales were down 26% compared to the same period a year ago, according to Nielsen data compiled by Bump Williams Consulting. Its year-over-year sales declines have been in the 25% to 30% range every month since the backlash began, the consulting company said.
InBev CEO Michel Doukeris said Thursday during an earnings call that the company plans to provide financial support to U.S. wholesalers through the end of December to make up for lost Bud Light sales. But he also said internal polling shows that 80% of U.S. consumers remain favorable or neutral toward the brand.
"One, they want to enjoy their beer without a debate. Two, they want Bud Light to focus on beer. Three, they want Bud Light to concentrate on the platforms that all consumers love, such as the NFL and music," he said. "We are taking the feedback and working hard to earn our consumers' business."
Some investors raised concerns about the company's discounts on Bud Light. In early July, for example, one Michigan grocery was offering a $15 rebate on a 24-pack of Bud Light, which normally sells for $20.99.
But Doukeris said price increases over the last year have put the company in a better position to offer discounts. And he said summer marketing campaigns were planned even before the Bud Light situation.
Conservative figures and others called for a boycott of Bud Light, while Mulvaney's supporters criticized the beer brand for not doing enough to support her. Mulvaney has said she faced bullying and transphobia, criticizing the brand for not reaching out to her amid the furor over their partnership.
Doukeris didn't mention Mulvaney by name on Thursday's earnings call.
"We've had three months so far since this situation, and we continue to learn and we continue to move forward with the main activities that we know that work everywhere," he said.
The beer giant said overall revenue rose 7.2% in the second quarter, to $15.1 billion, from the same period a year ago as global brands such as Stella Artois and Corona made up for the loss in Bud Light sales. That was shy of the $15.4 billion Wall Street was expecting, according to analysts polled by FactSet.
Dee-Ann Durbin is an AP business writer
After 20 Years of Acting, Megan Park Finds Her Groove In The Director’s Chair On “My Old Ass”
Megan Park feels a little bad that her movie is making so many people cry. It's not just a single tear either — more like full body sobs.
She didn't set out to make a tearjerker with "My Old Ass," now streaming on Prime Video. She just wanted to tell a story about a young woman in conversation with her older self. The film is quite funny (the dialogue between 18-year-old and almost 40-year-old Elliott happens because of a mushroom trip that includes a Justin Bieber cover), but it packs an emotional punch, too.
Writing, Park said, is often her way of working through things. When she put pen to paper on "My Old Ass," she was a new mom and staying in her childhood bedroom during the pandemic. One night, she and her whole nuclear family slept under the same roof. She didn't know it then, but it would be the last time, and she started wondering what it would be like to have known that.
In the film, older Elliott ( Aubrey Plaza ) advises younger Elliott ( Maisy Stella ) to not be so eager to leave her provincial town, her younger brothers and her parents and to slow down and appreciate things as they are. She also tells her to stay away from a guy named Chad who she meets the next day and discovers that, unfortunately, he's quite cute.
At 38, Park is just getting started as a filmmaker. Her first, "The Fallout," in which Jenna Ortega plays a teen in the aftermath of a school shooting, had one of those pandemic releases that didn't even feel real. But it did get the attention of Margot Robbie 's production company LuckyChap Entertainment, who reached out to Park to see what other ideas she had brewing.
"They were very instrumental in encouraging me to go with it," Park said. "They're just really even-keeled, good people, which makes... Read More