It’s a microcosm of what it’s like to be awake and broke.
Clay Travis, a conservative radio personality from Tennessee, published an “experiment” with his over 1 million Twitter followers over the weekend. During a Nashville-area event, he captured video of a cooler of beer at the start of the night, which had several different types of brew.
There was just one type of beer remaining at the end of the evening: Bud Light. And there was a lot of it.
The incident is the latest piece of anecdotal evidence that validates what the statistics appear to show: Bud Light is hurting from a conservative-led boycott after an ad campaign featuring transgender “influencer” Dylan Mulvaney fell flat.
Sales are down by around a quarter, and Anheuser-Busch InBev, the firm that makes Bud Light, has been reduced to giving away free cases of beer to distributors who are upset with the company’s decision to choose politics over sales.
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It doesn’t matter how much beer you give free to distributors if you can’t give it away to customers. That was the issue Travis brought up during the event in Franklin, Tennessee, roughly 20 miles south of Nashville.
At 6:45 p.m., he began by filming a cooler in the VIP section of an event. Yuengling, Michelob Ultra, and Bud Light were among the beers available.
Travis offered to return at 9:45 to check what the situation was. He returned at 10:15, and lo and behold, there was just Bud Light left.
“I’m not a marketing expert, but the only beer left … Bud Light,” he said in the video. “Bad idea. Not good.”
“No one would take the Bud Light all night long,” he wrote. “Big issue going forward for Bud Light is many don’t even want to be seen with the
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 noted in the first video that Michelob Ultra is also an Anheuser-Busch brand but minimized the significance of this in comparison to the reputation problem that the “Bud Light” label now bears.
“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,” he wrote in a follow-up tweet.
“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.”
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…
— Clay Travis (@ClayTravis) May 8, 2023
That is precisely what the brand wishes to avoid. According to Fox Business, Anheuser-Busch’s CEO told investors during an earnings call last Thursday that the company planned to triple media spending on the brand over the summer and called the boycott “misinformation,” insisting the brand would quickly recover and promising it would be “providing direct financial support” to distributors, bar owners, and delivery drivers affected by the drop.
“We believe we have the experience, the resources, and the partners to manage this. And our four-year growth outlook is unchanged,” CEO Michel Doukeris said.
“We want to reiterate our support for our wholesaler partners and everyone who brings our great beers to the market. I can tell you that we have the agility, resources, and people to support the U.S. team and move forward,” he added.
A lobbying business created by a former GOP Senate aide is also helping the group win Republican senators on Capitol Hill.
A conservative group, the American Accountability Foundation, blasted the efforts, saying the lobbyists were “making the rounds on the Hill trying to red-wash Bud Light’s disastrous decision to partner with a man pretending to be a woman and tell you the company really does respect conservative values.”
“If Bud Light wants to regain the trust of conservative customers, they should apologize for insulting their values by embracing the woke left’s radical gender agenda instead of wasting their money on lobbyists,” the AAF said.
“Bud Light sided with the Left against the average American and no amount of D.C. lobbyists in fancy suits will make them forget that.”
In addition to the behind-the-scenes efforts, there has been “Murica”-tastic advertising for the Budweiser brand, such as this:
— Budweiser (@budweiserusa) April 14, 2023
Meanwhile, there are several reports indicating Travis isn’t alone, such as this one from a crowded Boston Red Sox game at Fenway Park, where, despite long lineups at other vendors, no one was buying Bud Light.
If this is occurring in Boston, which isn’t exactly a center of conservative passion, imagine what’s going on in the rest of the country.
Whether you like it or not, the Mulvaney campaign will define the Bud Light brand in the same way that political gaffes have defined politicians. That’s because it was a politician’s mistake in many ways.
The brand’s awake marketing executives determined it needed to be reinvented. They severely misunderstood their buyers in the process, and they’ll be suffering for it for a long, long time.
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