The beer brand's sales appear to be continuing to contract compared to 2022 after a backlash over its partnership with Dylan Mulvaney.
While not directly comparable, Nielsen IQ data shows that sales revenue was down 9 percent in the U.S. lager industry in the 52 weeks to April 23 on the previous year-long period—suggesting an overall contraction in beer sales across the market.
Despite the general downturn in the industry, competitors to Anheuser-Busch's brands have shown a resilient performance, with Miller Lite recording a 20.7 percent increase in sales in the four weeks to May 20 compared to the same time a year ago—despiteover a supposedly"woke" advertising campaign for Women's History Month.
Similarly, Coors Light recorded a 22 percent increase in sales year-on-year in the same period, off the back of a 15.4 percent increase in sales volumes. This continues a trend of Bud Light's competitorsAnother continuing trend is a decline in sales of Anheuser-Busch's other beer labels, which appear to have suffered a knock-on impact from the backlash.
In the four weeks to April 29, Michelob Ultra saw a 2.8 percent decline in sales volume, while in the four weeks to May 20 this had declined to 7.3 percent. Similarly, Busch Light sales volume contracted 2.6 percent in the April period; in May, it was a 10.1 percent decline. Meanwhile, Natural Light went from a 6.4 percent drop in sales volumes to a 9.1 percent decrease, compared to a year ago.
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