Anheuser-Busch InBev lost $1.4B in sales

Bodhisattva

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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.

The 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.

...

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.

...

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.
CNN
 
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Jon

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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.



CNN
and a tribute to the absolute fragility of dudes on the right. They made a couple of cans for a trans woman. The horror
 

Bodhisattva

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and a tribute to the absolute fragility of dudes on the right. They made a couple of cans for a trans woman. The horror
Meh. It seems obvious to me this is a tribute to a marketing team that forgot the fundamentals of marketing big time. One can accuse the core BL of being a bigot/Nazi/whatever, but I do find it interesting that the biggest beneficiary of the fiasco is a Mexican beer company.
 
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CrimsonJazz

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Play stupid games, win stupid prizes. At most, I'm ruefully amused by all this, but if I was a shareholder, I'd be demanding heads roll.
 
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Bodhisattva

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Play stupid games, win stupid prizes. At most, I'm ruefully amused by all this, but if I was a shareholder, I'd be demanding heads roll.
Me too. I'm not a BL drinker at all. I'm no where close to their target market. This incident is just an amusement for me. It's incredible that someone from on high at BL could so completely misread their own core audience. And no one else in the room said, "Eh, let's really think this out." Selling BL has to be one of the easiest, un-screw-up-able things in the world. But ... wait for it .... hold my beer.
 

NationalTitles18

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The point is that its lazy to just accuse the BL core audience of being the worst people for leaving BL
They did leave the brand because the brand reached out to a trans person.

If that isn't bigotry then I don't know what bigotry is.

People have revealed who they are and continue to do so.

I care not one iota about BL or AB.

But when folks celebrate their being punished by people for being decent to a trans person and reaching out to that market it says much more about them than it does AB.
 

92tide

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and a tribute to the absolute fragility of dudes on the right. They made a couple of cans for a trans woman. The horror
amazing that all of the d-bag conservative influencers that made this an issue are so dialed into the life of an obscure trans-activist
 
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Bodhisattva

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They did leave the brand because the brand reached out to a trans person.

If that isn't bigotry then I don't know what bigotry is.

People have revealed who they are and continue to do so.

I care not one iota about BL or AB.

But when folks celebrate their being punished by people for being decent to a trans person and reaching out to that market it says much more about them than it does AB.
Cool story. Then market to bigots if that's what you fixate on. The head of marketing should focus on selling more beer, not losing $1.4B in sales.
 

NationalTitles18

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Cool story. Then market to bigots if that's what you fixate on. The head of marketing should focus on selling more beer, not losing $1.4B in sales.
Money rules - I get it.

I don't know who is "fixat(ing)" on bigots or quite what that means.

It seems more like bigots are fixating on trans people even though they've likely never been harmed by one in their life.

And if bigots don't bother you then that's OK, I guess. Everyone has to make their own decision on that and live with it.

I personally know some trans folk that I care about to one degree or another. They're good folk and it does bother me that many people hate them without knowing a thing about them.

And if that bothers you that I care then oh well.
 

Padreruf

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Money rules - I get it.

I don't know who is "fixat(ing)" on bigots or quite what that means.

It seems more like bigots are fixating on trans people even though they've likely never been harmed by one in their life.

And if bigots don't bother you then that's OK, I guess. Everyone has to make their own decision on that and live with it.

I personally know some trans folk that I care about to one degree or another. They're good folk and it does bother me that many people hate them without knowing a thing about them.

And if that bothers you that I care then oh well.
I have known one...I think. She was a very athletic and pretty girl who came out as gay and then changed haircut, etc,, to look like. a boy. She later married her partner and the last picture I saw she appeared to me to look more masculine. But what do I know?

I did her sister's wedding, was her family's pastor, and we had a good relationship. Her sexual identity/gender never came up between us, though her mother did come talk to me when she first came out.

Live and let live is all I can say...
 

Bodhisattva

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Money rules - I get it.

I don't know who is "fixat(ing)" on bigots or quite what that means.

It seems more like bigots are fixating on trans people even though they've likely never been harmed by one in their life.

And if bigots don't bother you then that's OK, I guess. Everyone has to make their own decision on that and live with it.

I personally know some trans folk that I care about to one degree or another. They're good folk and it does bother me that many people hate them without knowing a thing about them.

And if that bothers you that I care then oh well.
Cool, but that's not the point. The point is that the marketing team's job is to sell more beer. Liking/not liking bigots or trans people is not part of the job. You're the head of marketing and want to call the BL core "bigots"? Cool. Sell them more beer.
 

CrimsonJazz

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Acceptance comes from genuine interaction, much like @Padreruf 's story above. I love stories like this. Any time I read a story about some idiot white supremacist who finally sees the light due to truly interacting with, and getting to know, people of color, I feel very good inside. It's a progression that happens organically and that's how you know it's real.

Trying to shoehorn an ideology into one's consumer preferences will always receive legit pushback. Change takes time, but Americans want a "microwave burrito" solution to literally every damn thing they see wrong in society. This approach doesn't work and it never will. I know we all want to see change, but we have to be semi-realistic about all this.
 

92tide

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Acceptance comes from genuine interaction, much like @Padreruf 's story above. I love stories like this. Any time I read a story about some idiot white supremacist who finally sees the light due to truly interacting with, and getting to know, people of color, I feel very good inside. It's a progression that happens organically and that's how you know it's real.

Trying to shoehorn an ideology into one's consumer preferences will always receive legit pushback. Change takes time, but Americans want a "microwave burrito" solution to literally every damn thing they see wrong in society. This approach doesn't work and it never will. I know we all want to see change, but we have to be semi-realistic about all this.
as has been mentioned multiple times, this wasn't some nationwide campaign by ab/in-bev. it would have never even been noticed by a large majority of the people who are taking issue with it if christopher rufo hadn't made it a thing.

telling folks to be patient while they are the recipients of targeted campaigns of vicious and vile hatred and violence isn't being "semi-realistic"


I must make two honest confessions to you, my Christian and Jewish brothers. First, I must confess that over the last few years I have been gravely disappointed with the white moderate. I have almost reached the regrettable conclusion that the Negro’s great stumbling block in the stride toward freedom is not the White citizens’ Councilor or the Ku Klux Klanner but the white moderate who is more devoted to “order” than to justice; who prefers a negative peace which is the absence of tension to a positive peace which is the presence of justice; who constantly says “I agree with you in the goal you seek, but I cannot agree with your methods”; who paternistically feels he can set the timetable for another man’s freedom; who lives by a mythical concept of time and who constantly advises the Negro to wait for a “more convenient season.” Shallow understanding from people of good will is more frustrating than absolute misunderstanding from people of ill will. Lukewarm acceptance is much more bewildering than outright rejection. . . .
 

NationalTitles18

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Cool, but that's not the point. The point is that the marketing team's job is to sell more beer. Liking/not liking bigots or trans people is not part of the job. You're the head of marketing and want to call the BL core "bigots"? Cool. Sell them more beer.
I don’t know quite how to get it through to you that I don’t care about AB. I do care about trans folk. You may not. Ok.
 
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