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https://finance.yahoo.com/news/bud-light-sales-plunged-astonishing- 224500212.html
It can be difficult to measure the impact of a marketing campaign. But Anheuser-Busch’s latest ads featuring transgender influence Dylan Mulvaney
seem to have had an impact on sales of its flagship Bud Light beer.
The brand’s controversial marketing collaboration, which ignited fierce reaction on social media, has apparently led to a dip in Bud Light store
sales by an astonishing 26% in the week ending April 22, according to
research by industry newsletter Beer Business Daily.
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"We've never seen such a dramatic shift in national share in such a short period of time," the report said.
Bud Light’s partnership with Mulvaney, who has 10.8 million followers on TikTok, was meant to appeal to a young, broad audience of drinkers. But it
also drew a tremendous amount of backlash based on the influencer’s gender identity.
If the boycott continues, the brand’s position as the best-selling beer in
the country could be in jeopardy. Rivals are already stepping in and
snapping up market share.
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Coors Light & Miller Light
Coors Light, the second-most popular beer brand in America, appears to
have picked up market share from leading giant Bud Light. The data from NielsenIQ and Bump Williams Consulting published by the Wall Street
Journal also revealed Coors Light sales increased 17.6% in the week ending April 15.
Miller Lite saw a boost in sales, also 17.6%, in the same week compared to
last year.
Both brands are owned by the same company: Molson Coors Beverage Co. The Colorado-based brewing giant is listed on the New York Stock Exchange
under the ticker “TAP.” The stock is up 24.4% over the past month as the
Bud Light debacle played out.
Michelob Ultra
Bud Light, Coors Light and Miller Lite dominate the market for light beer. However, smaller brands like Michelob Ultra also seem to be getting a
boost from the Bud Light controversy. The brand saw dollar volumes rise
0.4% in the week ended April 15, according to industry news source
Brewbound. Market share of the super-premium segment rose 2.2% that same
week.
Michelob Ultra, however, is owned by Anheuser-Busch. Some investors may
see this as an opportunity to buy the beaten-down stock. Despite its
recent dip, Anheuser-Busch Inbev stock (NYSE:BUD) is down 1.68% over the
past month.
The company reported $14.2 billion in revenue in the first quarter, 13.2% higher than the same period of the previous year. But this quarter ended
before the campaign so the numbers do not reflect the full impact.
Management said at the earnings call that it was “too early to have a full view.”
The company’s latest quarterly report revealed that only 28% of the
company’s sales are generated in North America. That means it’s better insulated from this controversy than most boycotters believe.
The stock is trading at just 22.55 times earnings per share and offers a
1.26% dividend yield. This could be the perfect opportunity for a
contrarian investor.
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