November 17, 2023

Anheuser-Busch's US Marketing Chief to Leave Amid Slumping Sales

Bud Light may never recover from one huge marketing mistake.

Bud Light drinkers balked at a marketing partnership that Bud Light made last year, and it has never recovered.

The company has made several moves to counter that mistake, but none of them has worked thus far, including a partnership with the UFC.

Dead in the Water

Bud Light jumped into woke waters and it has crushed the brand. Sales drastically dipped and the company’s stock also dropped.

Keep in mind, Bud Light and its products are in just about every stadium and arena in the country, and they are still dropping in sales.

As a last-ditch effort to save the brand, Bud Light partnered up with Dana White and the UFC.

This was an interview that Dana White did on Fox News discussing his partnership with the brand…

Even that partnership, however, has not saved the brand. Outside of stadiums and arenas, where people have few choices if they choose to drink, they are not choosing the brand at bars and beer distributors.

Benoit Garbe, the brewing giant's U.S. chief marketing officer, has now decided to step down.

Anheuser-Busch CEO Brendan Whitworth stated, "This week we announced key changes to our U.S. leadership team that reduce layers within our organization and better enable our top commercial leaders to drive our business and legacy forward.

"These senior leadership changes will accelerate our return to growth as we continue to focus on what we do best — brewing great beer for everyone and earning our place in moments that matter."

As of the last report, AB InBev is down 13.5% in U.S. revenue, with Bud Light driving that decline.

Time will tell if former drinkers come back to the brand, but I would say that time is running out because if they do not get that customer base back, there is just no way Bud Light will survive as a brand.

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