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Bud Light sales are down a whopping 17% since Dylan Mulvaney’s debacle rocked the country’s favorite beer
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Bud Light has suffered a massive 17% drop in sales in the three weeks since its disastrous paid partnership with Dylan Mulvaney paralyzed the brand.
It comes as another senior executive at Anheuser-Busch has been placed on furlough in the wake of anger over the controversial partnership.
Daniel Blake, Anheuser-Busch’s vice president of mainstream brands, resigned just days after Bud Light’s VP of marketing Alissa Heinerscheid took a leave of absence.
Mulvaney (left) was sent a personalized beer can to mark 365 days since her transition. Mulvaney documented her journey on TikTok and gained millions of online followers
Heinerscheid was hired to overhaul Bud Light’s marketing in June 2022 with the idea of refreshing its image.
The company said both bosses had “decided” to step down temporarily, but their decisions were reportedly not voluntary.
‘Given the circumstances, Alissa has decided to take leave, which we support. Daniel has also decided to take a leave of absence,” the company said.
Mulvaney, 26, announced the partnership in a series of videos posted to social media in early April 2023 on the occasion of the NCAA March Madness tournament.
The campaign has been polarizing – with some famous faces boycotting the company, while others have thrown themselves into Mulvaney’s defense.
Singer Kid Rock posted a video online of him angrily shooting at several instances of Bud Light in protest of the campaign.
The pro-Trump singer, 52, said after firing at the cans, “F*** Bud Light, and f*** Anheuser-Busch. Have a great day.’
Country singer Travis Tritt also said he removed all Anheuser-Busch products from his tour bus because of the partnership.
Bud Light experiences a significant 17% decline in sales following the Dylan Mulvaney controversy.