Sales of Bud Light have been plummeting since their partnership with transgender influencer Dylan Mulvaney – with two maps showing how far the King of Beer has fallen since April.
The popularity of the beer has been dropping since brewer Anheuser-Busch teamed up with Mulvaney, 26, and gave her a personalized can.
It has also been dethroned as the top of the beverages by Modelo Especial – another Anheuser-Busch brand – taking more than $27billion in market value.
But the biggest difference come as the beer failed to place as a top choice for any state in the US over the July 4 holiday weekend.
Modelo Especial came out on top, with Coors Light a close second, but both Bud Light and Budweiser were nowhere to be seen across all 50 states.
Bud Light's popularity has been dropping since brewer Anheuser-Busch teamed up with Mulvaney, 26, and gave her a personalized can
The partnership caused Bud Light to be dethroned as the top of the beverages by Modelo Especial – another Anheuser-Busch brand – taking more than $27billion in market value.
A map created by Top Agency in April showed a map that reflected Budweiser as the most popular beer in 16 states, with Bud Light winning eight.
But a new one created by CookoutNews shows a different reflection over the holiday weekend – with Anheuser-Busch products taking a back seat.
Modelo Especial has a stranglehold in the bottom half of the country, stretching from California to Florida – where Gov Ron DeSantis previously slammed Bud Light.
The Mexican imported beer held 12 states, with Coors Light and Miller Lite gaining 11 each, with the final 16 being split equally between Yuengling and Michelob Ultra.
Anheuser-Busch owns Modelo in countries outside of the states after an anti-trust settlement with the Department of Justice in 2013 over fears it would stifle competition.
It means that US sales of Modelo are controlled by rival Constellation Brands and do not count as part of AB InBev's global volumes.
Modelo surpassed Bud Light's $297 million - which was a 22.8 percent fall in sales compared to the same time last year. They reported an 11 percent increase in sales for the second quarter of this year.
It is the first time since 2001 that Bud Light has not been in the top spot, dethroning its sister brand Budweiser for the 'King of Beer' title in 2001.
Mulvaney worked with Bud Light in April as part of their March Madness campaign and was gifted a can of the light beer with her face on it – which sparked outrage
Brendan Whitworth, US CEO, insisted that his priority was the employees and added that they had poured three times the amount of investment into Bud Light for this year
Bud Light’s sales dropped 27.9 percent in the week that ended on June 24 — a slight improvement from the 28.5 percent drop the previous week, according to data from NielsenIQ and Bump Williams Consulting.
Budweiser was down 12.1 percent compared to 12.3 percent the previous week, according to the consultancy.
But Bud Light was also slammed by tweeting a promotion for July 4 – saying ‘enjoy some beer’ and ‘Never underestimate the power of a makeshift mister.’
Packs of the beer are also selling for less than water in some US warehouses, with one retailed claiming a 30-pack was priced at $8.99.
It is also no longer ranked amongst the two ten in the US, with a survey finding that public opinion of the beer fell significantly.
The YouGov poll found that the proportion of Americans who 'liked' Bud Light hadn't changed, the popularity of other rival beers surged, pushing it into 15th place.
Modelo Especial store sales soared past $333 million in the four weeks ending May 28 - a 15.6 percent rise on the same period last year
In a new YouGov poll, which asked 1,468 people, the public approval of the beer slumped so much it fell out of the top ten and into 15th place
The brand's ousted marketing chief Alissa Heinerscheid, 39, said she planned to update the 'fratty' and 'out of touch' branding. VP for Mainstream Brands Daniel Blake, 34, also voluntarily took a leave of absence earlier this year following the controversy
They found that Guinness, Corona and Heineken were the three most liked beers of 2023, with approval from 58 percent, 53 percent and 51 percent of Americans, respectively.
Amongst the ongoing issues, Anheuser-Busch forced two of its top executives to take a ‘leave of absence’ following the major marketing blunder.
There were claims that both executives had finally been fired over the fiasco - something which the company deny.
VP of marketing Alissa Heinerscheid, 39, and VP for Mainstream Brands Daniel Blake, 34, both took a voluntary leave of absence following the backlash.
But sources told the Daily Caller that both had been official fired following the announcement that they would be stepping back in April.
When approached by DailyMail.com earlier this month, a friend of Heinerscheid's said 'she's not supposed to talk about it, she can't.'
In a statement to DailyMail.com, a spokesperson for Anheuser-Busch said they were still both on a 'leave of absence.'
Mulvaney announced the partnership in a series of videos posted to social media at the start of April
It is unclear if Heinerscheid is on paid leave from the company, but she joined in 2022 and vowed to freshen up its image
When approached by DailyMail.com regarding claims that she had no idea of the campaign, Heinerscheid (left) declined to comment – but a friend said: 'she can't talk about it', before being whisked away
Mulvaney only recently broke her silence on the fiasco and excoriated the troubled brand for not standing by her.
Speaking to her 1.8 million followers, she said: 'was waiting for the brand to reach out to me, but they never did. I've been scared to leave my house.
'For a company to hire a trans person and then not publicly stand by them is worse than not hiring a trans person at all.
'I have been ridiculed in public I've been followed and I have felt a loneliness that I wouldn't wish on anyone.'
After she went public with her criticism, Anheuser-Busch hit back in a statement to say they are 'committed committed to the programs and partnerships' they have forged with the LGBTQ+ community.
The company didn't name Mulvaney directly, but their comments came immediately after she hit out at them for not being supportive of her and the trans community.
In the statement, they said: 'The privacy and safety of our employees and our partners is always our top priority.
Anheuser-Busch, the parent company of Bud Light, has seen its market cap value plummet $27 billion following a disastrous team-up with transgender influencer Dylan Mulvaney
The brand has been hit by plummeting sales since they teamed up with the influencer, who called it a brand deal
The transgender TikTok star has been shrugging off criticism since she entered into a disastrous partnership with Bud Light to celebrate '365 Days of Girlhood'
'As we move forward, we will focus on what we do best – brewing great beer for everyone and earning our place in moments that matter to our consumers.'
Their statement comes after CEO Brendan Whitworth was slammed for refusing to rule out if the company would partner with Mulvaney again - and avoided answering how much the marketing blunder had cost Bud Light.
It is one of the few occasions the company has directly addressed the controversy caused by the partnership with Mulvaney – as bosses initially claimed that an 'outside agency without management awareness or approval made the move to work with Mulvaney.'
Anheuser-Busch said earlier this month it would triple its marketing spending in the US this summer as it attempts to boost ailing sales.
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