Good day all. It’s been a while since we heard anything about the collapse of Bud Light. I’ve seen business reports showing that sales of Bud Light are off 30+ percent and not recovering. Now another shoe has dropped and another senior level person has joined Elvis and left the building.
I’m actually surprised it took this long for this to happen with the ongoing debacle that is Budweiser. However, the hammer has fallen and the Chief Marketing Officer has been invited to seek other opportunities elsewhere. Here are the details from Newsmax:
Anheuser-Busch’s U.S. chief marketing officer Benoit Garbe is leaving after the company reported a 29% decline in U.S. third-quarter earnings and backlash against Bud Light continues, CNN reports.
AB InBev issued a statement saying Garbe, who has been CMO for two years, “will be resigning at the end of the year in order to embark on a new chapter in his career.”
Garbe oversaw Bud Light’s ill-fated advertising partnership with transgender influencer Dylan Mulvaney, launched on April 1 with a post on Instagram. It pictured Mulvaney holding a personalized can of Bud Light to celebrate “365 Days of Girlhood.”
Considering the disaster the Dylan Mulvaney partnership was, I’m surprised that this clown wasn’t shown the door months ago. After all, they got rid of the marketing VP’s, excuse me, placed on leave, pretty quickly.
Immediately after customers’ backlash against the campaign, AB put Bud Light marketing VP Alissa Heinerscheid and AB group VP Daniel Blake on leave.
However, a regional marketing chief says the two are “gone, gone,” adding that Anheuser-Busch does not want to say they were fired, the New York Post reports.
Firing people at that level is not like firing anyone else. They have employment contracts that protects their wallets. I suspect their contracts are being bought out and they don’t even have an email account with Budweiser/InBev any longer. The simple facts are that Transheuser-Busch’s market share has collapsed. It’s gone away and it’s not coming back any time soon.
AB said sales to U.S. retailers are down 17%, “primarily due to the volume decline of Bud Light.” Without giving specific figures, the company said it has been financially supporting distributors who have been hurt by the sales decline and has increased its marketing spend for Bud Light.
Anheuser-Busch’s market capitalization has declined by $11.4 billion since the Bud Light fiasco began, from $133.78 billion on March 30 to $121.38 billion on November 16.
This was completely self inflicted. The management decided to go Woke and bring on some guy in a dress with mental issues thinking it would expand their market. It was a slap in the face to all the regular people who really don’t like how the Woke Elites have been trashing this country and they made their feelings known very quickly. They stopped buying Bud light and other Budweiser products.
Beer experts agree that the customers who have left Bud Light are gone forever.
There is a chance that Transheuser-Busch could rebuild thar market share, but it’s going to take a lot of work, apologizing to their customer base and getting rid of everyone associated with the dumbest marketing idea since “Drink Schlitz or we will kill you” campaign. Getting rid of the marketing department is a good start, but they’re also going to need at the C level management as well. We shall see what happens next.
Thatisall
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