OPINION: Here's how Bud Light executives could finally answer for destroying their brand
Next month, Anheuser-Busch will be forced to answer shareholder concerns on its second quarter earnings call. To avoid another gaffe, it must prepare now.
But that’s not all that happens. Participants also get to ask questions and ask questions they will. Shareholders can hold Bud Light accountable in a way that its customers can’t. And they have the chance to do so before Anheuser-Busch’s head-in-the-sand strategy causes more precipitous declines. In the U.S., prices increased ahead of inflation, driving revenue and earnings gains. Shareholders were rewarded as Anheuser-Busch’s stock price grew 12% versus the S&P 500’s 7%. On April 1, a single Instagram post changed everything. U.S. sales tanked and haven’t recovered.
Participants also get to ask questions and ask questions they will. Shareholders can hold Bud Light accountable in a way that its customers can’t. And they have the chance to do so before Anheuser-Busch’s head-in-the-sand strategy causes more precipitous declines. Analysts must be pointed:"What, specifically, is Bud Light doing to win consumers back?" So far, Anheuser-Busch has tried camouflage bottles, deep discounts and tripling media spending on less controversial Bud Light advertisements. None of it is working. And it won’t work until Bud Light clearly addresses the issue. The question is whether, and how, it intends to do so.
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