30/08/2023
Modelo Especial has surpassed Bud Light in overall beer sales for the four weeks ending on July 1, claiming 8.7% of overall beer sales, surpassing Bud Light's 7% share. During the same period, Bud Light faced a significant decline in dollar sales, dropping by 28.5%, while Modelo experienced a growth of 8.5%.
Bud Light lost its long-held top-selling beer title due to a series of events surrounding the Dylan Mulvaney controversy. After sending a custom can of Bud Light to the transgender influencer, the brand faced negative attention from right-wing media and anti-trans commenters on social media. The company's response also drew criticism from LGBTQ+ advocates, contributing to ongoing struggles.
To boost sales, Bud Light launched a fresh marketing campaign in June, focusing on country music and NFL players. Additionally, Anheuser-Busch initiated an advertising campaign highlighting its farmers, delivery drivers, and servers, some of whom faced threats following the transphobic backlash.
Despite these setbacks, Bud Light remains the country's leading beer, holding an 8.7% market share. Nonetheless, Modelo, with an 8.1% share, is gradually closing the gap. Constellation Brands, the parent company of Modelo, reported strong earnings, with its beer division experiencing an 11% sales increase in the first quarter.
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