ABInBev has seen a 10.5% decline in US sales in the last quarter (FT 5th August). Partly this relates to a campaign it ran to boost sales of Bud Light involving Trans personality Dylan Mulvaney. This led to a boycott by hard right bigots led by Ron DeSantis. When ABInBev backtracked its target audience also fell away.
Beyond the Culture War the decline in Bud Light reflects a wider trend to decline. While US beer volumes shrank 3% in the last year craft beer (broadly defined) sales remained steady.
That said Molson Coors has picked up sales from Bud with Coors Lite and Miller Lite up 8.7%
Modelo Lite has replaced Bud Light was the US’s best selling beer. Not because its hugely popular but because its more widely available as Bud Light disappears off the bar tops
Leave a Reply