St. Louis brewing giant Anheuser-Busch is feeling the backlash from restaurants, bars and beer distributors over a new marketing campaign that features transgender activist Dylan Mulvaney. The beer company honored Mulvaney, who is a biological man, for celebrating his “365 Days of Girlhood.”
The trans activist said the beer company distributed packs of Bud Light featuring the influencer’s face as a way to celebrate a full year of “girlhood” that Mulvaney recently reached. He said the cans were her “most prized possession” on Instagram with a post featuring “#budlightpartner.” A video then featured Mulvaney in a bathtub drinking a Bud Light beer as part of the campaign.
The announcement was met with significant backlash, with some Twitter users describing the ad campaign as the latest attempt to push gender propaganda. Many people mocked Bud Light over the partnership and even wondered if it was some sort of April Fool’s prank. Conservative singer Kid Rock used several Bud Light cases for target practice in a viral video, and there have been calls to boycott the company.
“I made a joke that Budweiser has confirmed something I have suspected all along, that Bud Light is a beer made for men who identify as little girls,” competitive skateboarder Taylor Silverman said.
Silverman has been outspoken regarding the transgender community since a transgender woman edged her out for a $5,000 first-place prize in the 2021 Red Bull Cornerstone event. She blasted Bud Light’s promotion as an “attempt at woke virtue signaling,” and believes the beermaker dropped the ball.
“Dylan Mulvaney has consistently and continuously made a mockery of women and claims to identify as a girl,” Silverman said. “It’s disappointing to see someone making a mockery of females be applauded for it. But there is good news, and that is that we vote with our dollar every single day. When companies make it clear that they don’t share our value of respecting women, the best way to handle that is to no longer financially support them by purchasing their products and turn to alternatives.”
The company is the lastest to run afoul of public opinion, and especially women, for what critics say is “erasing women” from culture in favor of “transgender” women.
–Alan Goforth | Metro Voice
The Vice President of Marketing for Bud Light claims the brand was losing market share, and would just disappear if the trend continued. What she ignored was the fact that with the boom in Craft beers and their growth in market share, bud Light has new competition. Kansas City has been instrumental with Boulevard Brewing, diluting the Bud brand. As for marketing the Vice President of Marketing was probably hired through AB Inbev, a European Company that bought Budweiser a few years ago. Her college degrees are from Wharton School of Business, part of the University of Pennsylvania, and Harvard, and may be indicative of how ESG is being taught in business. The rule in marketing is to know your customer base, something she obviously forgot. The problem with ESG in marketing is that you cannot tell customers what to buy, and Economics is truly political. As such it is not necessarily a boycott, but it brings other brands to mind, and once someone leaves they seldom return, at least in the short term. After the marketing error, Bud Light had two choices, apologize, potentially losing much of their old market that had already moved and alienate any new market, or try to smooth over the old market and seek the expanded market. Making mistakes in marketing is something like playing solitaire on the Interstate. There is no short-term redemption. Actually, with beer life being three weeks, we have been basing the damage to Bud based on increased orders to competitors. The actual damage to Budweiser will not be known until five weeks after the announcement.