Global beer giant Anheuser-Busch InBev said its US sales tumbled 13.5% in the latest quarter, as a persistent boycott of Bud Light continues to roil the company.
The US is the brewer’s largest market – and where it seemingly cannot overcome the disastrous fallout from a marketing campaign in April with transgender influencer Dylan Mulvaney. …
Overall revenues for the Belgian-based conglomerate rose 4% to $15.6 billion and EBITDA [Earnings before interest, taxes, depreciation and amortization] sunk by 29.3%. It’s the second consecutive quarter in which sales in the US have declined.
[That’s a terrible result, but perhaps the damage has bottomed out. And let’s not forget that the Dylan Mulvaney partnership was only part of the issue. The other part was the public comments of former marketing exec Alissa Heinerscheid, sneering at the customer base’s earlier appreciation of the brand’s “frat” humor. I still believe that did more damage than Mulvaney did, or at the very least amplified it far more than it would otherwise have been. — Ed]
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