The Modelo Especial beer event took place in the Brooklyn Borough of New York, United States, on Tuesday, November 23, 2021.

Gabe Jones | bloomberg | Getty Images

Bud Light lost its top spot in the US beer market last month, as sales of the brand plummeted after a conservative uproar over its partnership with social media influencer Dylan Mulvaney.

Constellation BrandsModelo led the market taking 8.4% of retail beer sales in the four weeks ended June 3, according to NielsenIQ data from consulting firm Bump Williams. Bud Light trailed with a 7.3% share in the period.

The data showed Bud Light sales fell 24.6% in the year-ago period, while Modelo sales jumped 10.2%.

still Anheuser-Busch InBev The Bud Light brand has led beer sales in the United States so far this year, according to Pump Williams.

The blow to AB InBev’s business marks one of the few times in recent years that an online backlash has led to a significant and sustained slump for a major brand. Shares of the company are down nearly 15% since the beginning of April, when Mulvaney posted a video of a personal Bud Light box, sparking anti-LGBTQ+ outrage.

In response to the uproar, the company appears not to have advocated promoting with Mulvaney — a hesitation that has angered some trans rights supporters — nor has it placated conservatives who have opposed the marketing.

Brendan Whitworth, CEO of Anheuser-Busch, said: statement in April.

The boycott against Bud Light comes as politicians at the state level and federal policy are increasingly pushing to restore the rights of transgender people. Hundreds of state laws have targeted transgender Americans in recent months, adding pressure to members of an already marginalized group.

Inclusion and marketing of transgender Americans, and LGBTQ+ people more broadly, has become more common among larger companies in recent years. But the increasingly aggressive response to those campaigns seemed to limit it, at least in some cases.

Goal It recently pulled some Pride Month merchandise after isolated incidents where customers threatened employees over Pride items. It represents the union Starbucks This week, a barista alleged that employees at dozens of stores were not allowed to wear Pride decorations.

Last month, a Target spokesperson said the retailer had “encountered threats affecting our team members’ sense of safety and well-being while on the job” and would remove “unidentified items that were at the center of most significant confrontational behavior.” The spokesperson added that the goal will focus on “carrying forward our ongoing commitment to the LGBTQIA+ community and standing with them as we celebrate Pride Month and throughout the year.”

Starbucks said in a statement that it has not changed its company policy on decorations and is encouraging stores to celebrate Pride Month.


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