I had thought we were done with bad news for Bud Light. Once the desperate beer company agreed to give the UFC over a hundred billion dollars to help fix its image, there were people who assumed they were righting the ship. Now we know WHY the company was so desperate. AB InBev's, Bud Light's parent company, top line is being affected by American beer drinkers going somewhere else.

These are the numbers for July through September of this year. Now, at the BEGINNING of July, AB's global CEO Michel Doukeris said Bud Light's decline only represented about 1% of the company's global sales volume. That tells you all you need to know about how little they give a sh*t about Middle America, more so than aligning themselves with a controversial titface performer.

Three months later:

Revenue in the United States for the July-September period, however, tumbled 13.5%. AB InBev, based in Leuven, Belgium, noted that sales to retailers were down "primarily due to the volume decline of Bud Light."

U.S. dollar sales of Bud Light were down 29% in the four weeks ending Oct. 21 compared to same period a year ago, according to Nielsen data compiled by Bump Williams Consulting. They are down nearly 19% for the year to date.

This all started when an elitist marketing executive with an eight-million-dollar Upper West Side Home, who hates the fanbase of the product she was marketing to, went to a San Francisco influencer marketing firm (who also hates the fanbase) to change who enjoys their product. At no point in this journey was there anyone involved who drinks Bud Light or knows anyone who drinks Bud Light.

Anheuser Busch wanted to get their hands on some of that sweet ESG cash, which demands they affirm every woke progressive worldview and political agenda. Now that Bud Light's decline is affecting the company globally, the company is realizing that maybe, just maybe, they need to care about what their actual customers think. The ones who are still customers. They lost a bunch when people realized if they were going to drink a cheap beer from a company that hates them, they could switch to one smart enough not to say so out loud.

Now Bud Light is desperate to win people back. They've become the "official" beer of the Buffalo Bills, which is a stupid move for both the Bills and Bud Light. Everyone knows the one true beer of Bills Mafia is Labatt Blue.

And they are giving the UFC $100 million dollars. So fighters like Middleweight Champion Sean Strickland can fix them by chugging a Bud Light in the Octagon. Let's see if it works.

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Brodigan is Grand Poobah of this here website and when he isn't writing words about things enjoys day drinking, pro-wrestling, and country music. You can find him on the Twitter too.

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