Outkick founder Clay Travis shared the results of his weekend “free beer” experiment, revealing that Bud Light’s recent dip in popularity after partnering with transgender activist Dylan Mulvaney is not going away quickly.
In a video posted to Twitter, Travis left a cooler full of three different kinds of beer open at a concert in Franklin Tenesseethat passers-by “pick which beer you want” for free.
“Experiment here. There appear to be three different types of beer in this cooler Franklin Tenessee. Ying Ling, Ultra, and Bud Light. 6:45. I’m not going to do anything. I’m going to come back and record this at 9:45 and show you what’s left.”
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In a second video, Travis showed the cooler again, now almost exclusively filled with Bud Light cans. Travis said people had avoided Bud Light all night, reflecting the brand’s unpopularity.
“Alright it’s not 10:15. I’m not a marketing expert, but the only beer left at the West Best VIP even: BudLIght. Not ideal. Not good.”
Travis summarized the results of his recorded experiment in his tweet.
“Weekend experiment. Beers in cooler at Nashville area event. Pick which beer you want. No one would take the Bud Light all night long. Big issue going forward for Bud Light is many don’t even want to be seen with product. They just pick another brand.”
Weekend experiment. Beers in cooler at Nashville area event. Pick which beer you want. No one would take the Bud Light all night long. Big issue going forward for Bud Light is many don’t even want to be seen with product. They just pick another brand. pic.twitter.com/UleRAjdLTc
— Clay Travis (@ClayTravis) May 8, 2023
Travis also insisted that this “unmitigated disaster” would last and that there was no “quick fix.”
“Overall consumption of Bud Light is now down 26%. That’s an unmitigated disaster for the brand. And many are now avoiding the beer to avoid being mocked for drinking the beer. There’s no quick fix here, brand is slaughtered in red-state beer-drinking communities. Bet there is hardly any at SEC tailgates this fall.”
Bud Light has been at the center of controversy since the decision to partner with transgender influencer Dylan Mulvaney in a promotional campaign. Conservative voices urged a boycott of the brand, pulling it into the culture wars and tanking sales.
Budweiser puts Dylan Mulvaney on their cans. Welp cheers for ruining your brand. 🍻🤦🤪 pic.twitter.com/3QHIYjfroC
— Trump Girl 🇺🇲🦅🇺🇲 (@MAGA__Patriot) April 2, 2023
Those who continue to claim corporations only care about profits are unmoored from reality. There is no universe where Dylan Mulvaney increases Budweiser's profits. There's no universe where she increases sales. She will be a net loss to the shareholders.
And they don't care. pic.twitter.com/dkROUuPqY5
— Syd Steyerhart (@SydSteyerhart) April 3, 2023
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The boycott has been so effective that, after releasing a conciliatory but not apologetic statement, Anheuser-Busch is now attempting to put more severe distance between Mulvaney and their brand. CEO Michel Doukeris was forced to address the matter on a phone call with two investors and downplay the relationship with Mulvaney, claiming that” misinformation” was being spread about the beer conglomerate’s woke publicity stunt.
“We need to clarify the facts that this was one can, one influencer, one post, and not a campaign,” Doukeris told the investors, according to a report from Fox Business.
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