Once the nation’s most popular beer, Bud Light is now the nation’s third-largest brand, a stunning fall for the Anheuser-Busch InBev-owned lager following a boycott over its advertising partnership with Dylan Mulvaney.
Modelo Especial, a Mexican import sold by Constellation Brands, is currently the No. 1 beer, accounting for 9.7% of beer sales in U.S. stores in the four weeks ending July 6, according to NielsenIQ data analyzed by consulting firm Bump Williams.
Michelob Ultra, a low-carb beer also owned by Anheuser-Busch InBev, came in second with 7.3% of national beer sales, according to the data.
Bud Light accounted for 6.5% of beer sales during the four-week period.
The latest figures are The Wall Street Journal first reported the news. The Washington Post has reached out to Anheuser-Busch InBev and Constellation Brands for comment.
Before last April, Bud Light had far-reaching market share in the U.S. ahead of rivals Modelo Especial, Michelob Ultra and Molson Coors’ Coors Light.
In February 2023, Bud Light accounted for more than 10% of total beer sales at retailers nationwide.
That’s when Bud Light’s marketing department decided to hire Mulvaney, a transgender social media influencer with millions of followers on TikTok and Instagram, to promote the brand as part of a special March Madness promotion.
Mulvaney posted videos and images to his social media pages of himself brandishing a custom-made Bud Light can bearing his likeness.
The posts sparked a conservative backlash on social media, sparking a nationwide boycott of the brand and causing Bud Light sales to plummet.
Falling sales have led retailers to reduce shelf space devoted to Bud Light, even as the boycott appears to have been lifted.
Former President Donald Trump defended Bud Light’s parent company on his Truth Social platform earlier this year, saying it wasn’t a “woke” company.
Bud Light also signed a marketing and sponsorship deal with the Ultimate Fighting Championship, a mixed martial arts organization known for its largely right-wing fanbase.
However, the brand’s sales continue to stagnate, especially as younger consumers shift away from alcohol consumption toward legalized marijuana and non-alcoholic beverages.
Over the past year, Anheuser-Busch InBev shares have risen 6.47%, well below the roughly 22% gain of the S&P 500 index over the same period.
“Our consistent strategy and continued significant investments in our brands are paying off,” an Anheuser-Busch InBev spokesman told The Washington Post.
Company representatives touted branding deals the company has signed with sports leagues for its brands, including Michelob Ultra and Busch Light.
“Millions of consumers choose Bud Light every day and we continue to invest in partnerships with the NFL, UFC and famous musicians as Bud Light will always be a mainstay of our iconic portfolio,” a company representative said.
“We’re focused on doing what we do best – brewing great beer for everyone and positioning ourselves for the moments that matter.”
