Bud Light is reportedly considering buying back unsold cases of expired beer.
Amid declining sales due to the backlash against its Dylan Mulvaney partnership, Bud Light is taking a bold step to address excess stock.
Bud Light Considers Buying Unsold Expired Beer
As Bud Light faces a brewing storm of negative publicity amid its partnership with trans social media sensation Mulvaney, it is contemplating a plan to deal with the impact of its slumping sales.
Due to the slumping sales week after week amid the ongoing boycott campaign by right-wingers and anti-trans folks, some shelves were left with too much Bud Light stock. And as such, according to Daily Mail, the Bud Light maker, Anheuser Busch CEO Michel Doukeris is planning on buying back the unsold cases of expired beers. This should provide retailers with a helping hand as they deal with the sudden shift in consumer behavior.
On top of that, the company is reportedly planning to take a bold step in reviving the images of the alcoholic beverage brand by kicking off a branding rebrand.
The Wall Street Journal reports that the giant firm is looking to go back to the plan of its marketing chief, Alissa Heinerscheid. She initially planned to update the "out of touch" and "fratty" branding of the famous beer. To do so, the Bud Light advertisements moving largely rocks themes like country music and football.
Bud Light Sales Continue to Slump Amid Dylan Mulvaney Backlash
As of May 6, the sales of Bud Light beer in the United States (US) fell by about 23.6 percent compared to the same period last 2022, according to Daily Mail. Fox News reiterates that the decline in sales persists as the boycott prevails.
Meanwhile, consultancy expert, Bump Williams, believes that the drop in sales will continue in the next following weeks. However, he told Daily Mail Online, "I don't think the declines in sales/volume will get any worse"
The backlash from conservatives all started when Bud Light, one of the most famous beers in the US, partnered with transgender social media sensation Dylan Mulvaney.
The partnership aimed to tap into the influencer's massive following and her famous journey to "girlhood," which she shared on her TikTok series.
The beer brand sent the sensational transgender a commemorative beer as she celebrates her gender transition. Unlike the cans sold in the market, the special version featured the face of Mulvaney, which she posted on her Instagram.
However, what seemed like a savvy marketing move quickly backfired. Conservatives and right-wingers slammed the beverage maker for its collaboration with the trans influencer, triggering a widespread boycott.
And now, the boycott seemingly forces the Bud Light maker to buy back its unsold cases of beer, which ended up expiring.