Anheuser-Busch InBev CEO Michel Doukeris told listeners during a recent earnings call that a survey showed 40% of Bud Light’s lost drinkers say they’re open to returning to drinking the beer.
The beverage lost a significant number of its customers after teaming up with transgender influencer Dylan Mulvaney for advertising. This resulted in the drink losing its title as America’s best-selling beer.
Doukeris referenced the brand’s recent partnership with Ultimate Fighting Championship as one of its strategies going forward.
Outside experts remain pessimistic about the brand, however.
“Consumers seem to be continuing with their newfound behaviors in the post-fallout months,” said Dave “Bump” Williams of Bump Williams Consulting, which does work on the beverage industry. “I personally think that it will be very difficult to recover all of their lost Bud Light drinkers both before April and even after. A subset of those are gone for good.”
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Author: Zaid Jilani