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July 25, 2023
As Bud Light continues to crumble, America's beer makes a play for the top spot
As Bud Light sales continue to plummet and the beer continues to fall further from the top spot, Yuengling -- the oldest brewery in America -- is making a run at the title. Though, I guess in Bud Light's defense, Anheuser-Busch's Global CEO Michel Doukeris says the decline is only 1% of the company's "global sales volume." So it's not like AB cares about American beer drinkers.
The latest numbers show Bud Light tumbled once again, down 26.1% for the week ended July 15 (compared to the previous year). Modello, which had knocked Bud Light off as the #1 sold beer in America, was UP 13/2% from the previous year. Then there is Yunegling, up TWENTY-FIVE PERCENT over the previous year.
Bump Williams Consulting says if trends continue, expect Yuengling to continue its gain of market share.
Pennsylvania-based Yuengling, known as “America’s Oldest Beer,” is having a moment, beer experts say. It’s distributed mainly in the eastern US, but has recently been expanding to more states, according to Bump Williams, head of the consultancy.
There is a lesson to be learned here. Bud Light's downfall began when as part of their NCAA tournament coverage, and to appeal to people who don't like either for some reason, they inked a deal with controversial titface performer Dylan Mulvaney. They could have gone with any of a thousand real girls who are fans of college basketball. Instead, they went with a dude who portrays a girl so vapid she doesn't know what a "March Madness" is.
Then to further show how little the company thinks of its fanbase, Melissa Weinerchild, the (now former) VP of Marketing responsible, made it clear on a podcast how much she hated Bud Light's customers, lashing out at them as fratty and out of touch.
Yuengling, which unlike the global-corporation-owned Bud Light is still owned by an American family, saw an opportunity. They promoted their independently owned, pro-America bonafides. And when the Mulvaney BREWhaha started to engulf Bud Light, responded to it with the most perfectly crafted tweet in the history of perfectly crafted tweets.
Even the two companies' responses to the "culture wars" show a stark contrast. June is when we are ordered to celebrate Ls, Gs, Bs, especially the Ts, Qs, As, and all the rest. Bud Light decided it would be a good idea to sponsor an event where naked men paraded around children. Yuengling, upon finding out a sexually-explicit cabaret show was being performed for all ages at a venue their name is attached to, got promoters to change the adult-themed show to where it was just for adults.
Bud Light cared more about pandering to progressive agendas to get some of that sweet ESG money. They are down 26%.
Yuengling made a play to earn American dollars from beer drinkers who want to enjoy beer without the Democrat Party thrusting their agenda on them. They are UP 25%.
But again, as we heard from Anheuser-Busch's Global CEO Michel Doukeris, they only care about the "global sales volume." It is refreshing to know where their values are.
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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