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I've been on the record in the past stating that most Right Wing consumer boycotts will not be effective, either due to lack of follow through on the part of conservative consumers or because many corporations lack a conservatively oriented base of talent to run their businesses. I was under the impression that the recent Bud Light trans kerfuffle would be similar. As one tweet put it, "Kid Rock makes music for people who know how to steal catalytic converters;" and the ad itself was so obscure that I never would have heard of it without the internet megaphone around it. (Despite being exposed to an unfortunate degree of Bud Light content through sports broadcasts etc) If the boycott ever got off the ground, no way it would have stamina. A couple suits would be fired, but six months from now people will still drink Bud Light.
Well so far, it looks like I was wrong, The WSJ reports. {Link may be paywalled, I read it in print, I can send you a scan of it if you need it} Major points:
-- Bud light's weekly sales have dropped 21% compared to last year since April 1, on a steady downward trajectory. Coors and Miller's light offerings have gained 20% during that time. This near perfect replacement (IDK how much other light beer brands matter here) indicates that one of the early criticisms of a potential boycott, that drinkers would replace bud light with another AB INbev corporate product, was wrong. Miller-Coors is a different company, even if it is another giant corporate brewer and not my preferred local choice of Yuengling. Other AB products are dropping sales as well, even those with very separate marketing like Michelob and Busch Light. 20% sales drop for Bud Light has a huge effect on the US beer market. Bud light accounted for as much as 17% of total unit sales of beer in America. If the "Right wing boycott" can bring down Bud Light, damn, these guys are loaded for bear. That is a pop culture, business, and media juggernaut, that is the best selling product of the biggest brewer. If touching trans issues in a mild way can bring sales down 20% in one go, for any brand, that will change the game.
-- What I thought was a weakness of the Bud Light Boycott (that essentially no one was going to see the ad organically), has turned out to be its strength. Similar dynamic to how very clearly bad police shootings cause less controversy than police shootings that really weren't that bad. The WSJ states that: "[M]any people, including bar and store owners, wrongly came to believe that Ms. Mulvaney's video ad aired as a television commercial or that the can with her picture on it was stocked on store shelves, wholesalers said." Because the content did not appear to people organically, they really didn't know what it was, and people assumed it was so much bigger than it was because the usual suspects of CW flame fanning amplified it. A throwaway insta video became a TV ad, Bud Light making a custom can as a joke became people fearing that the beer they bought on a store shelf would have a trans woman on it. Right wing influencers successfully made this into a much bigger deal than it was.
-- A major force pushing Bud to change course was the middlemen. Wholesalers and distributors are a key part of Bud Light sales, they move the beer from the brewery to grocery stores and bars etc. Because they are independent of AB Inbev, and often small family owned businesses, probably small c conservative local business owners, they aren't beholden to corporate woke hierarchies and need to protect their own businesses not their future corporate careers. Without those businesses Bud Light cannot function as a brand, and their anger forced corporate to do something. That gets back to the point I made in my prior post: Conservative here have found an industry that isn't beholden to woke talent the way media is, isn't beholden to woke capital the way public companies are, and targeted it. Good work.
-- AB Inbev is apparently promising distributors, in addition to various little trinkets like a free case of Bud Light for every distributor employee, that it will spend "multiples" of its original planned marketing budget on Bud Light. AB thinks they need to come out in force to push back, they clearly think their business in general is threatened. Lose Bud Light and the whole company will shrink.
-- I was wrong about this one. I thought this was a tempest in a teapot, it could have legs. It would be literally impossible for me to reduce my consumption of AB Inbev products, I don't know the last time I drank a Bud heavy or light. My beer consumption in general is small enough to not be a real market for brewerys. But for those of you who do, I encourage you to continue with the boycott. I'm far from the most anti-trans poster here, but I'm excited to see a big company brought to its knees when it give into corporate woke. Go buy a case of Yuengling instead, their family ownership supported Trump and got shit for it. Bud Light Delenda Est.
As stark as 20% drop within a month is, I don't think you can declare a loss in your prediction yet; we've still got a long ways to go before the 6-month mark. I admit, I predicted similarly to you, and I too am surprised, and I could see the boycott having legs for 6 months and beyond, if regular consumers switch over to Coors Lite or Miller Lite or whatever and make it their habit. 6 months is more than enough time to develop a new habit that one sticks with. I personally don't drink much light beer at all, so I can't say if these products are sufficiently interchangeable that Bud Lite drinkers could stick with the change long-term; the beer snob in me would say obviously they're fungible, but that's obviously not accurate. So maybe the people who are angry/hyped enough to switch over for a month could only handle forcing down Coors Lite for so long before they have to switch back to their favored Bud Lite.
On the boycott itself, though, has any organization come out and called for people to boycott Bud Lite/ABI? I feel like I've seen a lot of people talking about not buying them in reaction to the Mulvaney marketing, but I haven't seen any widespread calls for solidarity coming from big names/organizations. Then again, I'm not much in the target audience for something like that, and I also don't remember much of that during the recent boycott against Hogwarts Legacy, so maybe I shouldn't expect to see something like that.
Are you sure? I think the only sense in which they're not fungible is the branding. As a fellow beer snob, I say that not as a sneer at the quality of any of the products, which are what they are and all do it reasonably well. It's certainly not my favorite style, but American light adjunct lagers aren't unpleasant products and they're all enjoyable with a slice of pizza or on a hot day at the beach - I'm not turning one down if it's what's there and I didn't bring my own. They really are all pretty similar, I think I could distinguish them in a blind taste test, but it doesn't make sense to me that people would really have that strong of a preference between them that they wouldn't be willing to drop one for another if the branding switched from appealing to them to pissing them off.
To take styles that I think are much more varied and that I care about quite a bit more, I would have no trouble electing to boycott an IPA or barrel-aged stout from a brewery that pissed me off. As much as I love Central Waters stouts, I can just buy Founders KBS, 3 Sheeps Wolf, Sierra Nevada Narwhal, or dozens of other options. They're not exactly interchangeable, but they're all good products, and there's no need to buy from someone that tells you to go fuck yourself with their ads.
The main way that I could be wrong is if I'm overestimating the palate of people that prefer light beers and many of them only like one specific narrow taste, like a child that insists on Kraft mac and cheese only.
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