In a recent interview with CBS, Anheuser-Busch CEO Brendan Whitworth sidestepped questions about the company's controversial partnership with transgender influencer Dylan Mulvaney. He declined to state whether such a collaboration would be repeated, despite the significant backlash that followed the initial campaign.
The partnership, which involved gifting Mulvaney personalized Bud Light cans to commemorate a year of "girlhood," sparked widespread boycotts and criticism. Mulvaney's subsequent social media posts featuring the cans further fueled the controversy. Whitworth acknowledged the challenges of the past few weeks, stating that the conversation had become divisive and moved away from the beer itself.
A picture of the commemorative Bud Light can featuring TikTok influencer Dylan Mulvaney. (Dylan Mulvaney/Instagram)
While acknowledging the impact on employees, consumers, and partners, Whitworth refrained from directly answering whether the Mulvaney campaign was a mistake. Instead, he emphasized the need to understand consumer preferences and expectations. He also noted the broader trend of social conversations impacting major brands across various industries.
Anheuser-Busch CEO Brendan Whitworth during an appearance on 'CBS Mornings.' (CBS)
The CBS hosts highlighted the difficulty of Whitworth's non-committal stance, pointing out that it alienates both supporters and critics of the initial decision. Whitworth reiterated Bud Light’s long-standing support of the LGBTQ+ community, dating back to 1998, while emphasizing a renewed focus on brewing quality beer and listening to consumers.
Bud Light sales have declined following the partnership with Dylan Mulvaney. (Instagram)
He also addressed the company's political donations, explaining that they support politicians who advocate for policies beneficial to the industry and its growth. The fallout from the Mulvaney partnership has led to a significant decline in Bud Light sales, although it remains the top-selling beer in the U.S. year-to-date. Whitworth stated that he is actively seeking customer feedback and aims to refocus the brand on its core values of "good times, good will, and easy enjoyment."
