TheQuartering [9/18/2023]
A boycott against Bud Light has hammered sales for months, dethroning the brand as the nation’s most popular beer and demonstrating the longevity of an anti-trans consumer movement that erupted in April.
Even more, a reset of shelf space that takes hold every fall at major retailers could solidify the sales declines and make it much more difficult for Bud Light to return to its performance before the boycott, according to ABC News’ interviews with a former Anheuser-Busch executive, a local Bud Light wholesaler and beer industry analysts.
Bud Light is set to lose refrigerator space at a vast network of stores belonging to key beer sellers like Walmart and 7-Eleven, since the retailers typically reapportion shelf space based on recent sales performance, taking space away from struggling brands and giving it to hot-selling ones, the industry sources told ABC News.
“During a busy shopping period on a Friday or Saturday night, if you don’t have the beer available cold on the shelf, consumers pick something else,” former Anheuser-Busch InBev executive Anson Frericks told ABC News, calling shelf space “the single largest determinant of sales in a store.”
“There will be a dramatic shift,” Frericks added.
Sales of Bud Light have recorded declines for five consecutive months after a product endorsement from Dylan Mulvaney, a transgender influencer, sparked backlash among many conservatives.
The boycott gained momentum, meanwhile, after the initial response from the company was perceived as conciliatory to conservatives by some LGBTQ advocates, prompting frustration on the left.
Anheuser-Busch did not immediately respond to ABC News’ request for comment, nor did Walmart or 7-Eleven.
Over a four-week period ending in early September, sales of Bud Light slid 27% compared to the same period a year prior, according to data from Bump Williams Consulting and Nielsen NIQ reviewed by ABC News.
Meanwhile, sales of rival brands have surged. During that same four-week period, Coors Light sales climbed 20% compared to a year ago; while sales of Yuengling’s light lager jumped a staggering 80%, the data showed.
The disparate performance of Bud Light and its competitors will be reflected in the display changes made by retailers, leaving Bud Light at a disadvantage as it tries to recover lost sales, Dave Williams, vice president of analytics and insights at Bump Williams Consulting, told ABC News.
“There’s explosive growth on one side and sharp decline on the other,” Williams said. “This does have that ripple effect where if Bud Light loses space on the shelf, that could make it a longer-term endeavor to claw back to where they were if they’re ever able to do that in the first place.”