'Sales cratered and sat there,' an industry analyst said.
In this April 21, 2023, file photo, a sign disparaging Bud Light beer is seen along a country road in Arco, Idaho.When conservative activists set aflame boxes of Bud Light and urged a boycott in response to an endorsement from a trans influencer last spring, they sent sales of the beerindependent local wholesalers more than a year later, according to third-party sales data shared with ABC News as well as interviews with six Anheuser-Busch wholesalers.
Another executive at a wholesaler in the Mid-Atlantic said they have spent sleepless nights devising ways to shed costs without laying off employees; and a top official at a distributor in the Southeast said they expect sales of Bud Light will remain down for at least two more years. “Bud Light continues to be the number one selling beer brand in the country because for decades it has been synonymous with programs and activations that consumers love, including partnerships with the NFL, NHL, UFC, and College Football," the spokesperson said.
In recent months, sales have shown signs of improvement but remain well below pre-boycott levels, Williams added, noting that some customers appear to have returned to the brand as the social stigma has waned while others remain steadfast in their opposition.Jakub Porzycki/NurPhoto via Getty Images “Once a consumer drops off a product -- where there is a readily available and similarly priced substitute -- a habit has formed and it’s difficult to shake that habit,” the executive said. “We have to give them a reason to come back.”
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