WASHINGTON (TND) — A costly culture war is brewing for the parent company of Bud Light, Anheuser-Busch. While the company's total value is over $100 billion, it's lost at least $5 billion in value following the brand's endorsement of Dylan Mulvaney, a transgender influencer.
The new partnership has conservatives boycotting the popular beer company and even creating beer alternatives in response.
Conservatives now see it as an opportunity to not only rebuke what they peg as "wokeism" — which has quickly become a blanket term for liberal causes, including efforts to promote LGBTQ+ rights — but also a way to profit themselves. Republican presidential contender Vivek Ramaswamy promoted his new "Bud Right" koozies on Fox News Friday.
"We decided to lighten it up a little bit as well and say, instead of Bud Light, if they’re going to make this mistake, we’ll get 'Bud Right,'" Ramaswamy said.Seth Weathers, the CEO of Freedom Speaks Up, cofounded a beer company called "Conservative Dad's Ultra Right."
"If you know which bathroom to use, you know what beer you should be drinking. Stop giving money to woke corporations that hate our values," he said in a video promoting the brand.
The now controversial partnership is part of a larger rebranding campaign organized by Alissa Heinerscheid, the vice president of Bud Light for Anheuser-Busch to move its image in a different direction.
The Daily Wire reports according to a source, "No one at a senior level was aware this was happening...Some low-level marketing staffer who helps manage the hundreds of influencer engagements they do must have thought it was no big deal. Obviously, it was and it’s a shame because they have a well-earned reputation for just being America’s beer — not a political company. It was a mistake.”
"We’re seeing a lot of personalities and a lot of cult of culture overcoming the desire to turn a profit and deliver a product," said Sarah Parshall Perry, a senior legal fellow at The Heritage Foundation.
Critics think this step from Bud Light could have long-lasting effects.
“Crises cost time, money, consumer confidence, and careers and generally in that order," said Rob Weinhold, a crisis leadership expert and chief executive for the Fallston Group. "And I think as the groundswell continues to grow and valuation decreases, I think it would behoove Anheuser Busch to get out in the court of public opinion and further explain what their longer-term strategy is. And the bottom line is they have to strike the balance between appealing to their existing customer base and then where they want to go generationally as a business," Weinhold continued.He said in this day and age, brand executives have to have a predictive mindset to understand the consequences of their actions.
The NFL draft is nearly two weeks away and Bud Light is the main sponsor. A lot of eyes will be on the event to see if people boycott over this bubbling controversy.
Mulvaney has responded to the controversy as well.
The CEO of Budweiser's parent company, Anheuser-Busch, released a statement Friday evening saying:
"As the CEO of a company founded in America’s heartland more than 165 years ago, I am responsible for ensuring every consumer feels proud of the beer we brew.
We’re honored to be part of the fabric of this country. Anheuser-Busch employs more than 18,000 people and our independent distributors employ an additional 47,000 valued colleagues. We have thousands of partners, millions of fans and a proud history supporting our communities, military, first responders, sports fans and hard-working Americans everywhere.
We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.
My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another. As CEO of Anheuser-Busch, I am focused on building and protecting our remarkable history and heritage.
I care deeply about this country, this company, our brands and our partners. I spend much of my time traveling across America, listening to and learning from our customers, distributors and others.
Moving forward, I will continue to work tirelessly to bring great beers to consumers across our nation."
ncG1vNJzZmivmpawtcKNnKamZ56axLR7zZqroqeeYsSwvsudZputlGK5qrPHrWSbmZOguaK%2Fx2aZrpqSobavs4yorZ6qXZ67tLzIq6Cnn12jsrh5wqilrJ2iq661tdWeZK%2BdnqnCs7HSZpinoJWqwKa%2BjJusrJuYYrG6uMCnZKatnKuur7HYZpmenaJirq2vzqGmpWWcnK%2B1vYyroKCgpKh6tb7Ap6pmqpmctbW%2FjK2pmqajnLKvsMSrZJqbpJ7Dqr%2FTrGSbp6mYvLXAjJusnWWcnrSpwIyorZ6qXaWus8DNnqmsoJmleri106FkraqRo8BuwMikq6ijXajBor6MpKCdZaKksKw%3D