Bud Light backlash: Why those beer drinkers may not come back

#budlight #beer #yahoofinance

Bud Light sales still haven't recovered from the boycott against the brand after it partnered with trans-influencer Dylan Mulvaney. Drexel University Associate Professor of Marketing Daniel Korschun and University of Toledo Professor of Geography Neil Reid joined Yahoo Finance to discuss the marketing conundrum for brands. Korschun says that the Bud Light backlash is "sticking around a lot longer than we normally see for a boycott like this. Korschun says there has been a "galvanizing" of support for this boycott, that he says has been partly driven by "some media channels that are reminding consumers" about the issue. Korschun adds that he thinks this boycott could go on "for months, if not years." Reid agrees, saying "I don't think they are going to get back these beer drinkers that have abandoned them for another product." "Beer drinkers are creatures of habit, so those who made that switch, say, from Bud Light to Coors Light, they're going to stick with Coors Light," Reid adds. Korschun says part of AB InBev's (BUD) problem is that they've been trying to talk to both sides of the issue, and, as a result, lost customers who were upset over the initial Mulvaney partnership, but also didn't gain any because of the company's apology for it. As a result, Korschun says, there's a "wishy-washiness" that shows they "don't really have a strong idea of what the brand is."

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