It turns out the boycott of Bud Light over its employ of trans influencer Dylan Mulvaney a year ago wasn't just a passing fad, as many on the left and in the media laughed it off to be.
In fact, the Bud Light brand is still suffering a year later, according to a new report from 6ABC.
The report says that the backlash against Bud Light is still causing significant disruption, affecting the brand and its network of independent local wholesalers more than a year later, according to third-party sales data and interviews with six Anheuser-Busch wholesalers shared with ABC News
Many of these wholesalers, primarily small to medium-sized enterprises that rely heavily on Bud Light sales, continue to suffer from reduced revenue and face uncertainty about the brand's full recovery.
An Anheuser-Busch wholesaler owner in Northeast Philly, who has a trans child, told ABC News they took a 30% pay cut due to losses and are thinking about retiring: "It was really hurtful personally. I'm trying to understand what my kid is going through and then this happens."
They added: "It's still very upsetting. It's very difficult to come in every day and look at those sales numbers, knowing I have a responsibility for everyone here."
An executive in the Mid-Atlantic has been strategizing ways to cut costs without layoffs due to ongoing Bud Light sales declines, and a top official in the Southeast predicts sales will stay down for two more years.
Despite these challenges, harassment towards employees and drinkers has lessened, suggesting the boycott has cooled and Bud Light's reputation is recovering. Most wholesalers report an uptick in sales and confirm Bud Light is still their bestseller.
They spoke on condition of anonymity due to the sensitivity of discussing financial impacts publicly. Anheuser-Busch's spokesperson emphasized the brand's enduring leadership in the market, underscoring partnerships and the company's proactive engagement with over 350 wholesaler partners.
Sales of Bud Light dipped by about 25% after the controversial product endorsement, but recent trends indicate a slow recovery, although still below pre-boycott levels.
Dave Williams, the president of Bump Williams Consulting, told ABC News: "Sales cratered and sat there. They didn't get any worse but they sure as heck didn't get any better. I don't think there are a lot of examples where the king of the castle, someone in such prominence, took such a public and drastic hit in beer."
