A former executive for Anheuser-Busch argued on Monday that one of its biggest brands, Bud Light, has not “done a good job” in winning back the hearts of consumers after a rough year in 2023.

Anson Frericks, a former president of operations for Anheuser-Busch, explained that the reason the brand is still having trouble winning back customers is because Anheuser-Busch has not asked the customers “to come back to them.” It comes as Bud Light just released a lengthy Super Bowl ad that aired to a massive audience on Sunday night.