Anheuser-Busch Exec Has Candid Response to Bud Light Backlash From Customers

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An executive with Bud Light maker Anheuser-Busch said the boycott against the brand was a โ€œwake-up callโ€ and claimed the light beer will make a comeback.

Bud Light, in a social media promotional campaign, produced a beer can with transgender activist Dylan Mulvaney in early April, drawing immediate backlash. Some country singers and conservative influencers suggested that consumers not purchase the beer, causing sales to drop in every consecutive week following the Mulvaney backlash.

โ€œItโ€™s tough to see the controversial and divisive debates that have been happening in the U.S. in the last couple of weeks involving lots of brands and companies, including and especially Bud Light,โ€ Anheuser-Buschโ€™s global chief marketing officer, Marcel Marcondes, told the Cannes Lions International Festival, according to a report from AdAge. โ€œItโ€™s tough exactly because what we do is all about bringing people together.โ€

Elaborating, Marcondes said the backlash was a โ€œwake-up callโ€ for marketers like himself to be โ€œvery humbleโ€ amid controversy and during โ€œtimes like this.โ€

โ€œThatโ€™s what weโ€™re doing, being very humble, and really reminding ourselves of what we should do best every day, which is to really understand our consumers. Which is to really celebrate and appreciate every consumer that loves our brandsโ€”but in a way that can make them be together, not apart,โ€ Marcondes told a crowd at the festival.

But he stressed that Bud Light, which recently saw its sales drop to No. 2 behind Modelo Especial, will ultimately make a comeback.

Bud Light โ€œexists to make beer easy to drink and easy to enjoy. Thatโ€™s what we all, as a team, will be doing moving forward as a group,โ€ the executive also said. โ€œThatโ€™s what leaders do. Bud Light is coming back. Itโ€™s going all around the country, reconnecting with consumers, moving forward. Thatโ€™s what you can expect from Bud Light in the U.S.โ€

According to the AdAge report, Marcondes made those comments while he was accepting an award for โ€œCreative Marketer of the Yearโ€ at the Cannes Film Festival, located in the south of France. On social media, in response to the executiveโ€™s remarks, some prominent users called on consumers to continue to the boycott of the brand to send a message to other major corporations.

Byย Jack Phillips

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