Anheuser-Busch distributors in America’s heartland are “spooked” by the unprecedented public backlash against the recent Bud Light campaign endorsing transgender activist Dylan Mulvaney.
This month, Bud Light Dylan Mulvaney to be their spokesperson after sending the trans activist a box of beer with a portrait of the Biden’s supporter’s face on it to celebrate “365 of womanhood.”
“This month I celebrated my day 365 of womanhood and Bud Light sent me possibly the best gift ever — A can with my face on it!’ Dylan Mulvaney said in the ad.
However, Bud Light distributors and customers responded to the rebrand by dropping Anheuser-Busch products altogether.
According to an industry insider from Beer Business Daily, distributors in America’s heartland and the South have become spooked and are worried about their associations with the beer company:
“We reached out to a handful of A-B [Anheuser-Busch] distributors who were spooked, most particularly in the Heartland and the South, and even then in their more rural areas,” the insider said.
An Anheuser-Busch executive defended the partnership with Dylan Mulvaney, telling Fox News:
“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points.”
“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,” the executive added.
On Monday, the marketing Vice President for Bud Light claimed the beer company’s humor was “out of touch” and needed to be modernized with inclusivity.
In an interview with podcast “Make Yourself At Home” last month, the Marketing VP Alissa Heinerscheid discussed how she decided to ‘transform’ the Bud Light brand.
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light,'” Heinerscheid said.
“We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach,” Heinerscheid said. “Representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”
Since the backlash from Bud Light’s new marketing ploy, their social media accounts have not posted.
Bud Light’s Instagram account has not posted since March 30.
Its Twitter account has not posted since April 1.
The beer brand has also not posted on Facebook since last month.