The hits keep coming for Anheuser-Busch after its disastrous Bud Light marketing decision to let transgender influencer Dylan Mulvaney do a series of advertisements for them on his social media pages. The beer company is now basically giving away Bud Light for free in an embarrassing attempt to make it seem like sales are returning.
Despite the CEO of Anheuser-Busch publically announcing that the Dylan Mulvaney partnership was “not a campaign,” and the VP of Marketing who was responsible for the decision being removed from her position, Bud Light sales are still declining.
Dylan Mulvaney has become the new brand ambassador for Bud Light. 🍺
The beer brand even made a special edition Dylan Mulvaney Can 🥤celebrating his 365 days of girlhood.
(This is not April Fools, it’s actually real)
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🍺🍻🍺😒🍻🍺🍻 #dylanmulvaney #trans #transgender pic.twitter.com/xuu87WxrvZ
— Oli London (@OliLondonTV) April 1, 2023
A spokesperson for Anheuser-Busch tried to downplay the partnership with Mulvaney, saying, “Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics. From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”
As the beer company is in full-fledged damage-control mode, they now appear to be offering significant rebates on their products in a desperate attempt to revive sales.
One image of a rebate offer that was taped onto unsold cases of Bud Light went viral because it appears they are now basically giving away their beer for free, offering a $20 rebate on Bud Light cases worth only $19.98.
Author Ashley St. Clair tweeted the photo and joked, “The Bud Light marketing team must still be all women if they think a coupon will get a man’s attention.”
Podcaster Tim Pool also commented on the ridiculous rebate offer, mocking the beer company.
“20 bucks for a case of beer that gives you 20 bucks back?” asked Pool. “Bud light is GIVING AWAY Their beer probably in a desperate bid to make sales look like they are returning.”
20 bucks for a case of beer that gives you 20 bucks back?
Bud light is GIVING AWAY Their beer probably in a desperate bid to make sales look like they are returning https://t.co/QXmRpQnL0Q
— Tim Pool (@Timcast) May 15, 2023
Others have shared images of their local stores also offering rebates on Anheuser-Busch products. One Twitter user shared a screenshot of a Meijer online offer for a $15 rebate on a 24-pack of Bud Light or Budweiser. With a sale price of $18.49, these packs only cost $3.49.
At Meijer Stores in Michigan today: $15 rebate. 24 cans for $3.49. Things are not going well for @budlight. pic.twitter.com/ELvNjlTNGC
— MarciJoy (@msmarcijoy) May 16, 2023
Bud Light recorded net losses for the fifth straight week since the Dylan Mulvaney partnership caused people to boycott the beer company.
In the first week of May, sales were down 23.6%. So far, the out-of-touch choice to partner with the controversial Mulvaney has cost the company about $5 billion.