Anheuser-Busch, the parent company of failing Bud Light, is desperately trying to regain its customers with a subtle packaging change following its disastrous campaign with trans influencer Dylan Mulvaney.
In a letter sent Wednesday, CEO Brendan Whitworth called on distributors to stop using the term ‘domestic’ as it advertises its beers, and instead use the term ‘American,’ Fox Business reports.
‘I don’t like the word “domestic,”‘ he began, arguing the term appears all ‘too frequently’ on bar menus, at beer stands and in grocery stores – and is even used by syndicate data providers.
‘I’m asking the Anheuser-Busch team and our wholesalers to make the change. Change the bar menus, change the signs, change their reports, change their jargon and insist upon “American.”‘
Whitworth went on to call on marketing and research firms like Circana and Nielsen to make the change as well, and said, ‘I hope other American brewers and wholesalers will join us.’
He noted that the word ‘domestic’ is ‘not necessarily an incorrect adjective to use,’ but it ‘just doesn’t capture the spirit and passion that’s intrinsic to the American beer industry and its brands.’
‘It also doesn’t fully capture the pride we should all take in products made right here in this great country.’
He then highlighted the fact that Anheuser-Busch beers are made by ‘American hands’ and benefit the United States’ economy.
Anheuser-Busch CEO Brendan Whitworth asked distributors to refrain from using the term ‘domestic’ and instead use the word ‘American’ when marketing its beers
The change comes as the company fails to regain its footing in the American beer market following a disastrous advertising campaign for Bud Light
‘They are brewed by American workers who receive American wages. They rely on American farmers and on American raw material suppliers. They support American causes like the military and first responders. They pay American taxes,’ said Whitworth, who served in the Marines before joining the CIA.
‘And they exist because of decades of capital investments made in hundreds of local communities right here, across this great country.’
Whitworth also noted that 99 percent of the beers Anheuser-Busch InBev sells in the United States are made within the country, and 99 percent of the ingredients come from American farmers.
‘Together, let’s leave “domestic” in the rear-view mirrors of those good ol’ American pickup trucks,’ he concluded.
‘Let’s all take more pride in our American beers.’
An insider familiar with the terminology change told CNN it was discussed even before President Donald Trump won a decisive victory over Vice President Kamala Harris in November, and is tied to Anheuser-Busch’s Super Bowl ad campaign.
Some Budweiser labels already say they are ‘great American lager’ and are ‘brewed and bottled in the USA.’
But Whitworth’s effort comes as the company continues to struggle from the fallout of its ad with Mulvaney.
The decision to hire transgender influencer Dylan Mulvaney is estimated to have cost the company more than $1billion in lost sales and knocked it off the number one best selling beer spot in the US
The decision to hire Mulvaney is estimated to have cost the company more than $1billion in lost sales and knocked it off the number one best selling beer spot in the US.
The controversy began in April last year when Mulvaney posted on Instagram a photo of a custom can of Bud Light sent to her by the beer to celebrate ‘365 Days of Girlhood’ during her transition to a woman.
She also posted photos of her opening a can of Bud Light during March Madness in an apparent attempt to broaden the appeal of the beer to LGBTQ customers.
But the backlash was swift and furious with customers staging a boycott and Kid Rock posting videos online of him shooting cases of Bud Light with a rifle.
Anheuser-Busch InBev CEO Brendan Whitworth was even forced to issue an apology in the aftermath.
‘We never intended to be part of a discussion that divides people,’ he said at the time, arguing it is instead focused on ‘bringing people together over a beer.’
‘My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another,’ he continued.
In his letter Wednesday, Whitworth emphasized that Anheuser-Busch beers are made in the United States and benefit the US economy
‘As CEO of Anheuser-Busch, I am focused on building and protecting our remarkable history and heritage.
‘I care deeply about this country, this company, our brands and our partners. I spend much of my time traveling across America, listening to and learning from our customers, distributors and others.
‘Moving forward, I will continue to work tirelessly to bring great beers to consumers across our nation.’
Still, Bud Light sales were down 29.9 percent year over year for the week ending January 20, when compared to the same period last year, according to Fox Business.
Former Anheuser-Busch President of Operation Anson Frericks said Tuesday the company has failed to win back its base
He said a Super Bowl ads featuring comedian Shane Gillis and rapper Post Malone ‘are actually pretty good ‘but the problem is they’ve lost a lot of their customers’
Former Anheuser-Busch President of Operation Anson Frericks attributes the downfall with the company failing to win back its base.
‘I think that’s one of the most interesting parts about this story is that they lost 30 percent of their customers. Millions of customers, billions of dollars of shareholder value over the last couple of years,’ he said Tuesday in an interview on Fox Business’ Varney & Co.
Frericks went on to say that Super Bowl ads featuring comedian Shane Gillis and rapper Post Malone ‘are actually pretty good.
‘But the problem is they’ve lost a lot of their customers.
‘Their customers are asking them, “Hey what is Bud Light going to be moving forward? Is it gonna be more than Shane Gillis and fun and football, or is it Dylan Mulvaney?”
‘Until the company really comes back and says clearly what Bud Light is going to be, I don’t know if any of their loyal customers are going to come back,’ he argued.
