With sales still plunging and executives continuing to step down, the beer brand that has faced a brutal boycott after its marketing team went into business with biological male transgender huckster Dylan Mulvaney finds itself at yet another crossroads in 2023 as it debuted a Peyton Manning and Emmitt Smith commercial over the weekend.

With sales continuing to plunge, Bud Light has turned to Peyton Manning to bring the brand out of its Dylan Mulvaney boycott blues.

If Peyton Manning, his 69% approval rating amongst sports fans, and his “aww shucks” marketing machine can’t turn the tide, there just might not be any hope left for this iconic brand.

[Probably not, but that’s not a reflection on Manning or his Q factor. The rupture of trust with its customer base is too profound, and I still think that’s more about Alissa Heinerscheid than Dylan Mulvaney. But it’s also due to the fact that Bud Light is a mediocre beer and almost identical in taste and quality to its competitors in this segment, so there’s no real reason to come back to Bud Light. — Ed]