Bud Light’s sales continued to slump in May.
After several weeks of consumers boycotting the Bud Light brand over a partnership with transgender influencer Dylan Mulvaney, Modelo Especial, which is also owned by Anheuser-Busch now sits atop the U.S. beer market.
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While Modelo pulled away with 8.4% of the country’s beer sales in May, Nielsen data analysis by consulting firm Bump Williams showed Bud Light retail sales dropped to a 7.3% representation.
Data analysis has also shown Bud Light retail sales were down 24.6% in May when compared to data analysis from last year.
Other Anheuser-Busch brands have also been negatively affected.
“It’s not just a Bud Light issue,” said Bump Williams, the data consultant chief executive. “It’s an Anheuser-Busch portfolio problem now.”
Total Anheuser-Busch beer volumes fell 12.5% in the month of April as brands such as Molson Coors and Constellation Brands capitalized with respective 7.6% and 3.8% increases, according to Beer Business Daily.
The drop in sales makes for a critical summer as Bud Light distributors may be forced to consider layoffs.
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“Our year is screwed,” an Anheuser-Busch distributor told the Wall Street Journal.
Bud Light’s consumer backlash has also been felt by other brands that have partnered with Mulvaney, including Maybelline, Nike, and possibly Kellogg’s.
