The Anheuser-Busch CEO refused to rule out working with transgender influencer Dylan Mulvaney again – as he avoided answering how much the marketing blunder had cost Bud Light.
Brendan Whitworth, US CEO, insisted he puts his people first, adding that they’ve invested three times as much in Bud Light for the year – as the company lost a staggering $20 billion in market cap have.
Speaking to CBS Mornings, Whitworth was asked if he would send Mulvaney, 26, another can, knowing the backlash.
But rather than provide a definitive answer, the CEO instead began with a pre-rehearsed speech about the “societal conversation” that the disaster campaign had sparked
Whitworth added that they need to “understand the consumer deeply” and “recognize” what they expect from the brand.
He was then taken to task for his refusal to respond and Tony Dokoupil questioned whether the decision was a mistake – as beer sales fell by a staggering 28.5 per cent.
Brendan Whitworth, US CEO, insisted his priority is people, adding that they’ve invested three times as much in Bud Light for the year
Whitworth dodged the question again, saying, “As we move forward, let’s focus on what we do best, which is brewing great beer for everyone, listening to our consumers, and listening to them humbly.”
“We make sure we do the right thing for our people, care for and support our partners, and ultimately make a difference in the communities we serve.”
He added that Bud Light “didn’t belong in the “divisive discussion” surrounding the marketing move, saying it’s “moved away from beer.”
The CEO said that the impact on employees is his responsibility and that “I am accountable for everything we do”.
His comments come after the beer brand saw sales fall 28.5 percent in the week ended June 17 – one of its worst weeks since the campaign aired in April.
That’s an even deeper drop from the week ended June 10, which saw a 26.8 percent drop, according to Bump Williams Consulting and NielsenIQ.
The new low beats the previous low – a drop of almost 26 percent – for the week ending May 25.
It has been claimed that two Bud Light marketing executives were eventually fired over the fiasco – which the company denies.
According to the latest data, sales plummeted 24 percent after Modelo dethroned Especial Bud Light as the best-selling beer in America after holding the top spot for 22 years
The market cap of Anheuser-Busch, Bud Light’s parent company, has plummeted $27 billion following a disastrous collaboration with transgender influencer Dylan Mulvaney
The brand’s ousted marketing chief Alissa Heinerscheid, 39, said she plans to update the “fratty” and “out of touch” branding. Daniel Blake, 34, vice president of mainstream brands, has also taken a voluntary leave of absence following the controversy earlier in the year
Alissa Heinerscheid, vice president of marketing, 39, and Daniel Blake, vice president of mainstream brands, 34, have both taken voluntary leave of absence following the backlash.
However, sources told the Daily Caller that both were officially fired after it was announced they would be stepping down in April.
When asked about it by earlier this month, a friend of Heinerscheid’s said: “She shouldn’t talk about it, she can’t.”
In a statement to , a spokesman for Anheuser-Busch said both are still “on leave.”
Just days before the controversy, Heinerscheid said she plans to update the “fratty” and “out of touch” branding.
Heinerscheid’s job was taken over by Todd Allen, who most recently served as Budweiser’s global vice president.
When approached her for claiming she had no idea about the campaign, Heinerscheid (left) declined to comment – but a friend said: “She can’t talk about it” before being taken away
It’s unclear if Heinerscheid is on paid leave from the company, but she joined in 2022 and vowed to refresh the image
Her departure came amid backlash over a controversial March Madness ad featuring trans TikToker Dylan Mulvaney
The marketing decision appears to be one of the worst in American history based on an advertising reaction.
Sources told the Daily Caller that executives only claimed they were “on leave” to avoid a lawsuit.
They said, “As far as I know, if we publicly announce the word ‘fire’, there’s an opportunity for them to sue us.” That’s why we said furlough.
“The wholesalers would have had an absolute HAY DAY with the leadership if they hadn’t withdrawn [Heinerscheid].’
“In face-to-face meetings, the wholesalers were told by the leadership that they were both gone for good,” the source claimed. “They have already moved all of their direct reports to new people and the head of marketing.
He added that he thinks Blake is “really great.” “I think he just got caught.” [the] “Crossfire,” the source said. “But he also hired her… so that’s a mistake.”
In another blow to the brand, Modelo dethroned Especial Bud Light as the best-selling beer in America after the longtime industry leader had held the top spot for 22 years.
Modelo surpassed Bud Light’s $297 million mark — down 22.8 percent in sales compared to the same period last year.
It’s the first time since 2001 that Bud Light hasn’t been at the top, edging out its sister brand Budweiser for the title of “King of Beer” in 2001.
Modelo’s US sales are controlled by competitor Constellation Brands and are excluded from AB InBev’s global volumes under an antitrust agreement.