Bud Light faced significant backlash and a boycott from conservative commentators and celebrities after transgender influencer Dylan Mulvaney featured the beer in a social media promotion. The company’s sales plummeted, and it received criticism from both conservatives and some members of the LGBTQ+ community for its response to the backlash.
The controversy surrounding Bud Light’s partnership with Mulvaney is part of a larger trend where brand partnerships with transgender individuals have been met with opposition. This occurs as Republican state lawmakers propose legislation that targets young transgender people, restricts drag shows, and mandates schools to disclose transgender students’ identities to their parents.
The backlash against Bud Light began when Mulvaney posted a video on her Instagram account promoting a Bud Light contest. The video, which showcased a $15,000 giveaway during March Madness, received negative attention, leading to calls for a boycott. Prominent voices, including musician Kid Rock, who had previously made derogatory remarks about the transgender community, supported the boycott.
The fallout from the boycott extended beyond Bud Light. Target, a retail company, faced opposition for its inclusion of LGBTQ+ communities in its marketing and subsequently shifted its marketing approach. Country singer Garth Brooks also faced criticism for stating that his Nashville bar would serve Bud Light, leading to controversy.
As a result of the controversy, Bud Light experienced a decline in sales. Modelo Especial, a Mexican beer, replaced Bud Light as the top-selling beer in the United States. Anheuser-Busch, the brewer of Bud Light, reported a more than 10% revenue decline in the United States in the second quarter compared to the previous year, primarily due to the declining sales of Bud Light.
Dylan Mulvaney, the transgender influencer at the center of the controversy, spoke out about the bullying and transphobia she experienced following the Bud Light promotion. She criticized Bud Light for not publicly standing by her and stated that hiring a trans person without providing public support is worse than not hiring one at all.
Boycotts like the one against Bud Light typically have short-lived effects and struggle to change long-term consumer behavior. Additionally, finding replacement products can be challenging, especially given Anheuser-Busch’s extensive range of beer brands.
Before the boycott, Bud Light’s Vice President of Marketing, Alissa Heinerscheid, acknowledged the brand’s decline and emphasized the need for more inclusivity to attract young drinkers. Following the controversy, Heinerscheid and another marketing executive were placed on leave.
Despite the backlash, marketing featuring LGBTQ+ individuals is expected to continue, as companies recognize the importance of inclusivity and the purchasing power of the LGBTQ+ community.
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