Anheuser-Busch Inbev said Tuesday that revenue growth in most of its global regions was offset by a drop in North American sales, in a sign of continuing fallout from a promotion with a transgender influencer that cost it sales.
The world’s largest brewer and parent company of Bud Light said adjusted earnings for the latest quarter rose 4.1% to $5.4 billion on revenues that climbed 5% to $15.6 billion.
Revenue in the United States for the July-September period, however, tumbled 13.5%. AB InBev, based in Leuven, Belgium, noted that sales to retailers were down “primarily due to the volume decline of Bud Light.”
Bud Light sales plunged amid a conservative backlash after the brand sent a commemorative can to transgender influencer Dylan Mulvaney in early April.
The people who drink Budweiser and Bud Light are the people who buy cheap beer. Whether it’s at a bar or stocking up for a party, it’s like buying chips or pizza, you aren’t thinking too hard about it. Miller or Busch or PBR or Coors or Old Style or Michelob or any other roughly equivalent beer (half of which are also owned by AB) works just as well. Budweiser gave people a reason to think about their beer, and didn’t give anyone a reason to think positively about their beer. If you are looking at the available options, and one of them is associated with bigotry, you’re going to pick anything else.