Bud Light’s Parent To Lay Off Hundreds Of Pen Pushers As Boycott Continues To Wreak Havoc
The severity of the ongoing Bud Light boycott in the US has taken an even more sinister turn with the announcement overnight that its parent company, Anheuser-Busch, was set to make around two per cent of its US workforce redundant.
According to its website, the Dutch-owned Anheuser-Busch employees about 9000 people in its US operations and two per cent of that figure would equate to around 380 positions.
News site CNN has reported the staff cuts would not include those involved in frontline work like brewery and warehouse staff, drivers, field sales and the likes.
The latest redundancy news follows earlier reports this month that as many as 700 workers had been laid off at Bud Light bottling plants in North Carolina and Louisiana following slowing demand from the customer boycott.
Bud Light has seen sales plummet by as much as 30 per cent amid a conservative backlash against a promotional campaign involving Dylan Mulvaney, a transgender social media influencer, back in early April.
Modelo Especial, a Mexican lager, overtook Bud Light as the best-selling beer in the US at the start of June and has remained in the top spot since.
In the month ending July 15, Bud Light’s US sales were down 26.5 per cent, while Modelo’s were up 13.5 per cent. Bud Light held a 6.8 per cent share of the US beer market in that period, while Modelo held an 8.7 per cent share.
Announcing the lay offs, Anheuser-Busch CEO Brendan Whitworth said in a statement: “Today we took the very difficult but necessary decision to eliminate a number of positions across our corporate organisation.
“While we never take these decisions lightly, we want to ensure that our organisation continues to be set for future long-term success,” Whitworth said.
Interestingly, the two senior marketers responsible for the fiasco in the first place remain on indefinite leave and have not been terminated.
Since the PR shit storm of PR shit storms arrived, Anheuser-Busch bosses have struggled to articulate a response. By apologising to its mainly white, working class drinking base it would infuriate the LGBTQI+ community who’ve long argued that Mulvaney has been thrown under a bus since the chaos erupted.
There are now media reports that Costco stores in the US have now marked unsold Bud Light cases with the “star of death” that means the product will be discontinued from sale.
Last week, during a first-quarter-earnings call to shareholders, Anheuser-Busch’s global CEO Michel Doukeris again tried to downplay the severity of the boycott.
Doukeris said that lost sales from Bud Light represented about one per cent of all of Anheuser-Busch’s global sales.
Anheuser-Busch brands include Stella Artois, Budweiser, Hoegaarden, Michelob Ultra and Busch.
Doukeris said: “Bud Light is very important to our US business, and I would never minimise the situation. However, seeing the context of our global company provides perspective.
“The Bud Light volume decline in the US over the first three weeks of April, as publicly reported, would represent around one per cent of our overall global volumes for that period.”
Doukeris added: “With this perspective, and in the context of our global business, we believe we have the experience, the resources and the partners to manage this and our full-year EBITDA growth outlook is unchanged.”
Since the fracas broke, Bud Light has desperately tried to advertise its way out of the hole with a series of spots featuring hard-working Americans drinking the beer in the (northern hemisphere) summer sun.
“As to Bud Light, we have significantly increased our investments behind the brands in the US, including tripling our media spend over the summer,” Doukeris said.
“Now let’s talk about our consumers,” he said. “We continue to be committed to the programs and partnerships that we have forged over decades with our consumers and with organisations that represent a wide range of communities where we operate. We work every day to delight our consumers and bring people together. When we do this well, our brands perform.
“Beer is an essential part of life’s meaningful moments, whether in sports, music, or celebrations. These are moments that bring people together, and this is why I love beer,” he added. “While beer will always be at the table when important topics are debated, the beer itself should not be the focus of the debate.”
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.