Anheuser-Busch Tells Beer Distributors Not to Worry, This Too Shall Pass


May 12, 2023 | Sundance 

Last week it was reported that Anheuser-Busch CEO Michel Doukeris told investors during a conference call that Budweiser product sales drops in the U.S. and North America were no big deal when contrast against the global sales of the brand“The Bud Light volume decline in the US over the first three weeks of April, as publicly reported, would represent around 1% of our overall global volumes for that period,” Doukeris said on the call. He focused attention on the company’s global reach, saying that Bud Light is just one beer within its portfolio and it’s not changing the company’s full-year outlook. {link}

Apparently, USA beer drinkers, specifically those who do not want to be identified as transgender men, are an insignificant bunch amid the world of beer drinking consumers.  However, Doukeris might start paying a little more attention as the decline in total A-B products in North America is starting to become more significant. {Source}

It’s interesting that Coors Light and Miller Lite have sales increases surpassing the sales decline of Bud Light.   This would seem to indicate hard brand switches, but Anheuser-Busch in North America held the corporate line and yesterday {source} told their distributors not to worry.

ST. LOUIS – Anheuser-Busch’s distributors from around the country met in St. Louis on Thursday. They heard firsthand about changes being made regarding the Bud Light transgender controversy.

Anheuser-Busch invited the distributors to the downtown Hyatt hotel for a yearly meeting on summer marketing plans. It was the first such meeting since transgender influencer Dylan Mulvaney’s viral social media posts with Bud Light in early April. She received a special edition can with her picture on it. 

Market analysts report Bud Light sales are still down more than 20% for the past month. Bud Light boycotts appear to be driving down sales of fellow Anheuser-Busch brands like Budweiser and Michelob Ultra, which are down but not as sharply. 

[…] They appeared to adopt a “deflect and downplay” strategy, which almost never works. […] An Anheuser-Busch spokesperson confirms the company informed distributors of major changes in marketing structure, issuing the following statement: 

“We regularly bring our wholesaler partners and leadership together to share upcoming brand and business plans. Hosting our May meeting in St. Louis is something we started last year and is an opportunity to bring our partners together in our hometown. 

We have communicated some next steps with our internal teams and wholesaler partners. First, we made it clear that the safety and welfare of our employees and our partners is our top priority. Second, Todd Allen was appointed Vice President of Bud Light reporting directly to Benoit Garbe, U.S. Chief Marketing Officer. Third, we made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands activities. These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”

Anheuser-Busch and its distributors have also sent letters to bars and other retailers explaining the situation, pointing out that a single marketing official engaged with Mulvaney. (read more)  

As you can tell so far, despite the significant North American impacts to the products, the Diversity Equity and Inclusion outlook of the Anheuser-Busch global company is still strongly entrenched in the branding.  It does not appear the company is going to modify anything as the very vocal Alphabet ideologues have them captive.

As noted by Dustin Smith, a business professor at Webster University who teaches college students how to manage the woke transition in corporate life, “the brewer has been supporting “Pride” events for years with no backlash. Smith predicted its brands would recover and most of its core customers would return.” {link}

Comrades, the global command and control authorities have spoken.  The tranny fluid will continue to be supported until such time as those NASCAR watching, line dancing rednecks capitulate and start drinking it again.   Look for significant ad buys on Twitter soon.

Keep watching.

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