Opinion
Bud Light has lost hundreds of millions of dollars since partnering with transgender influencer Dylan Mulvaney in April of last year. Although Bud Light has been desperately trying to save the brand for the past few months, a former Anheuser-Busch executive is speaking out to say they haven’t “done a good job.”
Bud Light hasn’t “done a good job”
Anson Frericks, former president of operations at Bud Light parent company Anheuser-Busch, told Fox Business that the brand is having a hard time winning back consumers because Anheuser-Busch hasn’t asked customers “to come back to them.” “.
“They haven’t done a good job of getting out of this ditch,” Frericks said. “There are still sales down 30% week over week, and that’s even though they spent three times their planned marketing budget on Bud Light last summer.”
Watch him talk more about this in the video below.
Partnership with Mulvaney ‘was a mistake’
Last summer, Frericks admitted that Bud Light made a “mistake” by partnering with Mulvaney.
“(Bud Light) was the biggest brand in America because it was remarkably apolitical,” he said. “It was always about sports, it was always about music, it was about bringing people together. That’s why it was a mistake for them to run this campaign in the first place because they couldn’t get out.”
“This campaign was a mistake,” Frericks continued. “Anheuser-Busch will not run campaigns like this in the future. We’ll get back to the things that bring everyone together. Hopefully this can protect jobs at Anheuser-Busch, jobs at wholesalers and get this company growing again in the right direction.”
Frericks concluded by asking Anheuser-Busch executives to “remember what Bud Light always was, which is a great beer that was great to drink at football games and didn’t necessarily become part of the debate.”
Related: Former Anheuser-Busch exec finally admits partnership with Bud Light’s Dylan Mulvaney ‘was a mistake’
Trump and Kid Rock forgive Bud Light
However, Bud Light has managed to win some people back. Earlier this month, former President Donald Trump asked his supporters to give Bud Light another chance.
“The Bud Light ad was a mistake of epic proportions, and a very high price was paid for it, but Anheuser-Busch is not a Woke company,” Trump wrote in a Truth Social post.
“Is Anheuser-Busch a great American brand that maybe deserves a second chance?” he continued. “What do you think? Maybe we should instead go after those companies that seek to DESTROY AMERICA!
Related: Trump joins Kid Rock and says conservatives should give Bud Light ‘a second chance’
Singer Kid Rock, famous for injecting cases of Bud Light in reaction to the association with Mulvaney, also wants the brand to be forgiven.
“Do I want to hold their heads under water and drown them because they made a mistake?” she said in December, according to The Tennessean. “No, I think they got the message.”
Kid Rock went on to say that it is primarily the working class, the “people who don’t have a dog in the fight” who are ultimately harmed by things like the Bud Light boycott.
“They were wrong, they made a mistake,” he said. I got over it.”
Do you agree with Frericks that Bud Light hasn’t done enough to win back consumers or do you think it’s time to forgive and forget? Let us know in the comments section.
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