Bud Light Boycott Update: A Deep Dive into the Impact on Sales
(Visualization of Bud Light Stock. Data Source: Yahoo Finance)
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 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.
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 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.