: Conservative boycott could create a backlash to the Bud Light backlash

by | Apr 14, 2023 | Stock Market

After Bud Light’s recent partnership with a transgender influencer, sales of the beer may take a hit as a result of conservative calls for a boycott — or they may get a boost from other people buying more of the product in response. But whatever the effect, analysts say, it will likely evaporate quickly. What’s more, a broader downtrend could overshadow any blip in sales figures. Bud Light’s relevance has been fading for years, as seltzer and canned cocktails compete for the attention of younger consumers and as more health-conscious customers shy away from alcohol consumption altogether.

No hard data exists yet on the nationwide sales impact for Bud Light and its parent company, Anheuser-Busch InBev, after some right-wing social-media accounts this month began attacking the brand for partnering with Dylan Mulvaney, a trans actress and social-media star. But some marketing experts say that at least from a financial perspective, the effects of similar boycotts in the past have been short-lived. “When we see these social-media firestorms, a lot of times they’re very short in nature,” said Beth Fossen, an assistant professor of marketing at Indiana University. “There’s this short burst of outcry or anger, or even very high levels of positive support on the other end.” Some Wall Street analysts, while hinting at caution, have also said it’s too early to tell what effect the protests against Bud Light will have on sales. Bar owners and distributors quoted in some media reports have cited a recent decrease …

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