![]() Mulvaney’s April post went viral, with some supporting Mulvaney and the company, and others responding with anti-trans reactions and calls for a Bud Light boycott.Īt first, Bud Light offered a straightforward response. According to a Gallup poll from last year, about 21% of adults born between 19 identify as LGBTQ.īut what may have seemed like a low-stakes partnership sparked a firestorm. ![]() Partnering with a young, popular trans woman could help a brand like Bud Light reach a more youthful demographic. To stay fresh, many companies have turned to more inclusive marketing in particular. Mulvaney has 10.7 million followers on TikTok, and another 2 million on Instagram. It’s easy to see why Bud Light would have wanted to partner with someone like Mulvaney.īig brands, particularly those that have been around for years, need to constantly tweak their images to stay relevant to young consumers, and working with social media influencers is one way to do it. She mentioned and showed the gift briefly in a sponsored video she posted to social media in early April as part of Bud Light’s March Madness advertising. The backlash started with one commemorative can of beer.īud Light sent the can to Mulvaney to mark a milestone in her transition. The brand has tried desperately to stem the losses, offering support to distributors and leaning into a sunny marketing campaign.īut now it’s made an enemy of DeSantis, prolonging the negative attention and the brand’s status as a punching bag for some conservative voices.Ī commemorative can and an Instagram post In the following months, Bud Light has lost share to competitors and its sales have dropped. Bud Light’s early efforts to back away from the controversy, a public comment from the CEO that failed to address the issue directly, didn’t make things better. Scott Olson/Getty Imagesīud Light’s recent troubles began in April, after a sponsored social media post from Mulvaney started a wave of anti-trans backlash and criticism against the brand for working with her. Ron DeSantis wants the state's pension fund manager to consider legal action against AB InBev. In a statement to CNN, an Anheuser-Busch spokesperson said that “Anheuser-Busch InBev takes our responsibility to our shareholders, employees, distributors and customers seriously,” adding that “we are focused on driving long-term, sustainable growth for them by optimizing our business and providing consumers products to enjoy for any occasion.”įlorida Gov. Not “ an ideological agenda through woke virtue signaling.” ![]() The state should “prudently manage” the money of Florida’s police officers, teachers, firefighters and first responders, DeSantis wrote in the letter to Taylor. It’s not totally clear what legal consequence the multinational corporation might face for making business decisions. The governor urged Lamar Taylor, the interim director of the State Board of Administration, which manages Florida’s retirement funds for public workers, to consider legal action against AB InBev. ![]() ![]() Mulvaney made a couple of bubbly promotional posts on social media featuring Bud Light with the hashtag #budlightpartner to signal a sponsorship. (BUD) “breached legal duties owed to its shareholders” as a result of its “decision to associate its Bud Light brand with radical social ideologies” in a Thursday letter to the state’s pension fund manager. Ron DeSantis has sets his sights on Bud Light, the latest development in what has turned into an ongoing crisis for the beer brand following its brief partnership with influencer Dylan Mulvaney, who is trans, four months ago.ĭeSantis, a Republican presidential candidate, suggested that Bud Light parent company Anheuser-Busch InBev ![]()
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