It's looks like the post mortem has been done on Bud Light's adventurous marketing campaign. $1,400,000,000 in losses. After more than 20 years, the best selling beer in America is now Modelo. BL has adjusted its marketing and has recovered some of its market share, but it is a slow process. I think they will get back to the top in time, but geez what an expensive lesson to learn.
CNNThe world’s largest brewer may have lost as much as $1.4 billion in sales because of the backlash to its brief partnership with a transgender influencer to promote Bud Light beer.
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In North America, organic revenue, seen as the best measure of operating performance, plunged $1.4 billion last year as beer sales by volume tumbled in the region, primarily due to a decline in Bud Light sales in the United States. Beer makes up the lion’s share of AB InBev’s revenue.
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From May through February, Bud Light recovered only 1.2 percentage points of lost market share, CEO Michel Doukeris told investors Thursday. The pace of the recovery is picking up, he said, but it’s still only 0.1 to 0.2 percentage points every three to four weeks.
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