Bud Light Boycott Update: A Deep Dive into the Impact on Sales
(Visualization of Bud Light Stock. Data Source: Yahoo Finance)
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The Bud Light Boycott: An Overview
The Bud Light boycott has been making headlines for the past few months. The boycott began due to a hot-button political controversy over the product, outcry from political figures and celebrities, and amplification on social media 1. This has led to a noticeable impact on Bud Light's sales, with a reported drop of 24.6% in the four weeks ending June 3, 2023, compared to the same period last year 2.
The Impact on Sales
The boycott has not only affected Bud Light but also other Anheuser-Busch brands. Budweiser sales reportedly went down by 7.8% in the week ending June 3, 2023, and dropped 9.2% in the four weeks ending June 3, 2023 3. At the same time, sales of rival brands Coors Light and Miller Lite jumped by 24.4% and 21%, respectively, in the four weeks ending June 3 4.
The Response from Bud Light
In response to the boycott and declining sales, Bud Light has implemented several strategies. One such strategy was offering $15 back on 15-packs of beer, leading to cases priced as low as $1.50 in some states 5. Despite these efforts, Bud Light's position in the market has been significantly affected, with Modelo Especial, a Mexican lager, overtaking Bud Light in U.S. retail dollar sales in the month ending June 3, 2023 6.
The Broader Impact of the Boycott
The Bud Light boycott has had far-reaching effects beyond just sales numbers. Salespeople promoting Bud Light for a Florida-based distributor have reported lost commission pay and negative public sentiment. This has been a significant blow to the sales force, who have grown accustomed to car horns, middle fingers, and jokes amid the weeks-long boycott. The loss in commission pay has been in the thousands of dollars, causing financial strain for these individuals 7.