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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.
Did they really "give in" to wokeism? Given that:
Would you not say this is a major overreaction to what was, objectively, a minor screw-up, which they, if I recall correctly, quickly apologized for?
The right wing sees trans people as essentially equal to child molesters at this point.
If Bud Light had gone out of its way to create a special can for a child molester who was making tik tok videos espousing how fun it is to molest children, that would also not be looked at as "a minor screw up".
It's also not just the can, it's the marketing lady's followup video about how bud light wants to distance itself from the very people who buy it. She called them "fratty" and implied that this was "problematic".
Well, she got what she wanted!
But Light went out of their way to put a Trans influencer on the can mere days after a Trans mass shooter killed a bunch of kids.
https://en.wikipedia.org/wiki/2023_Nashville_school_shooting
So in that context... yeah.
It usually takes more than a few days to set up a marketing campaign, they probably started before the shooting. Should they have delayed it to not look bad?
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