Bud Light, the former longtime No. 1 beer brand in America, is facing sagging sales after conservatives boycotted the brand after its promotion with Dylan Mulvaney, a transgender activist.
Anheuser-Busch, Bud Light’s parent company, is looking to revive sagging sales, which have dipped 10.5% in the United States from April to June of this year, by partnering with the NFL, one of the most beloved and iconic brands in the country.
The “Easy to Sunday” promotion, according to Mike Snider of USA TODAY, includes “new TV and online advertisements set to run during the season.” Bud Light is also releasing special cans for 23 NFL teams complete with “team colors, logos and a player illustration). Snider notes that not all 32 NFL teams opted into the deal with Bud Light.
The cans are currently arriving in stores, and each one has a “QR code that can be scanned for a chance to win one of 2,000 free subscriptions to NFL Sunday Ticket from YouTube and YouTube TV and e-gift cards from NFL merchandise from Fanatics.”
Anheuser-Busch CEO Michael Doukeris told investors that 80% of the more than 170,000 consumers surveyed since April have a “favorable or neutral” rating of the brand, according to USA TODAY.
“One, [Bud Light consumers] want to enjoy their beer without a debate,” he said. “Two, they want Bud Light to focus on beer. Three, they want Bud Light to concentrate on the platforms that all consumers love, such as (the) NFL.”
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