Declining Sales and Calls for Resignation
Anson Frericks, a former president at Anheuser-Busch, has publicly called for the current CEO, Brendan Whitworth, to resign. His plea is rooted in the dwindling sales figures for Bud Light. According to Frericks, the brand’s dip in popularity is largely due to its engagement in political matters, which he believes has not resonated well with consumers.
Impact of the “365 Days of Girlhood” Campaign:
A significant drop in Bud Light’s sales volume, which Nielsen data revealed to be a 31% decrease in the week leading up to Father’s Day weekend, further substantiates Frericks’ claims. The former president directly attributes this downturn to Bud Light’s promotional campaign, “365 Days of Girlhood”, featuring transgender influencer Dylvan Mulvaney. He argues that the decision to associate the brand with this campaign has been detrimental to its reputation among customers.
Potential Long-term Effects and Job Losses:
Frericks also expresses concern about the continued slump in sales, projecting that this pattern may endure into the subsequent months. He warns of the potential repercussions this could have on the workforce, noting that a supplier to Anheuser-Busch has already had to let go of 600 employees. Unless a capable CEO steps in to rectify the situation, Frericks fears more layoffs could be on the horizon.
Anheuser-Busch’s Response and Criticism
In response to the criticism, Anheuser-Busch has reiterated its commitment to its partnerships and programs with various communities, including the LGBTQ+ community. The company has maintained that its foremost objective is to brew high-quality beer for all. Frericks, however, finds the company’s response unsatisfactory, particularly in light of the insufficient support it has provided to Mulvaney amidst escalating online bullying and transphobia.