Be 'more definitive' or 'get rid of the brand'
Brand tells customers ‘We hear you’ as Bud Light sales slump following Dylan Mulvaney partnership.
On “Varney & Co.” Friday, former CKE Restaurants CEO Andy Puzder discussed Anheuser-Busch CEO Brandan Whitworth’s tepid message to customers addressing the company’s Bud Light controversy, arguing the CEO needs to either be “more definitive” or “get rid of the brand.”
ANDY PUZDER: Look, the lesson here is it’s twofold. One is, don’t offend your target market. Now, I can’t believe I have to say that, but apparently I do have to say that at this point in the business climate, don’t offend your target market. And if you do offend them, come out quickly, rapidly and definitively and take back whatever you did. You can’t offend the people that create the market for your product and expect to do very well. And these half measures are not going to work. They’re just not going to work. He needs to be more definitive or he needs to, you know, get rid of the brand and come out with another brand that meets his customers’ needs.
Whitworth told customers “We hear you,” as sales of the beer giant’s Bud Light brand continue to slide following a partnership with transgender activist Dylan Mulvaney.
Dylan Mulvaney, pictured here at the 2023 Now Awards in June is the center of the Bud Light controversy after her sponsored partnership with the company led to backlash and a sharp sales drop. MM/ABACA/Shutterstock
In a post titled “Anheuser-Busch Announces Support For Frontline Employees And Wholesaler Partners,” Whitworth said, “We recognize that over the last two months, the discussion surrounding our company and Bud Light has moved away from beer, and this has impacted our consumers, our business partners, and our employees.”
“We are a beer company, and beer is for everyone,” he continued.
The Bud Light brand has seen a significant drop in sales due to its partnership with transgender social media influencer Dylan Mulvaney to promote Bud Light beer. Christopher Sadowski
Whitworth announced “three important actions” to move the company forward, including “investing to protect the jobs of our frontline employees” and “providing financial assistance to our independent wholesalers to help them support their employees.”
“Third, to all our valued consumers, we hear you. Our summer advertising launches next week, and you can look forward to Bud Light reinforcing what you’ve always loved about our brand – that it’s easy to drink and easy to enjoy,” Whitworth also said.
FOX Business’ Greg Norman contributed to this report.
Source: New York Post
