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Tipsheet

Here's Bud Light's New Strategy After Mulvaney Backlash

AP Photo/Jacquelyn Martin

In the wake of massive backlash against Bud Light over its partnership with transgender influencer Dylan Mulvaney, resulting in substantial losses to the company’s reputation and market value, parent company Anheuser-Busch is reportedly planning to spend big bucks to recover its image. 

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According to Benj Steinman, editor of Beer Marketer’s Insights, the company is going to undertake a marketing blitz to assist the brand. 

At a closed-door meeting this week in Washington, DC, Anheuser-Busch executives told US beer distributors they will “spend heavily on the brand after spending fell off a cliff last year,” Benj Steinman, editor of Beer Marketer’s Insights, told The Post.

Bud execs said at the Monday meeting that the fresh marketing push will begin this week, Steinman said, as the beer giant scrambles to reverse the damage from the controversial Mulvaney campaign, which sent sales of Bud Light plunging 17% during the week ended April 15.

Anheuser-Busch “did promise to spend lotsa dough on Bud Light [marketing] this spring and summer, starting with big push this week for the NFL draft,” Steinman wrote in a report to clients on Wednesday that was obtained by The Post. (New York Post)

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Additionally, there will be an “improved screening process before any marketing hits the public,” one distributor said, referencing comments the company made during a private Zoom meeting this month.

The moves come after a staffing shakeup at the company, with Bud Light's former VP of marketing on a leave of absence along with her boss, Daniel Blake. 

 

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