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AU Financial Review
2 days ago
- Entertainment
- AU Financial Review
‘Bikinis and burgers': How the culture wars are remaking advertising
During this year's Super Bowl, American viewers were given a blast from the past when food chain Carl's Jr once again rolled out an ad featuring scantily clad women, after having ditched its longtime 'burgers and bikinis' approach in 2017. Bud Light, which attracted boycotts after working with transgender influencer Dylan Mulvaney in 2023, put out a campaign featuring guys drinking beer and barbecuing big steaks for a lawn party in a stereotypical US suburban cul-de-sac.
New York Post
07-06-2025
- Business
- New York Post
Why there's no shame in corporate America boycotting LGBT Pride Month
'Private companies can do whatever they want,' leftists once snorted in defense of companies like Facebook banning conservative speech. But now the tables have turned, and LGBTQ activists have found themselves in a state between panicked and sulky as their fair-weather friends in corporate America are pulling sponsorships of Pride celebrations this month. As a result, Pride events across the nation are facing budget shortfalls, and activists are blaming everyone but themselves. Advertisement 8 LGBT Pride events across America have seen millions of dollars in sponsorship deals dry up since President Trump returned to the White House, according to reports. lazyllama – At least 14 companies — including Pepsi, Citi, MasterCard, Nissan, Garnier, and US defense contractor Booz Allen Hamilton Holding Corp. — have dropped or greatly scaled back their financial contributions to annual Pride events nationwide. Anheuser-Busch, makers of Bud Light, has also backtracked on Pride sponsorship — and for good reason. The company lost an estimated $395 million after its botched partnership with transgender influencer Dylan Mulvaney led to a nationwide boycott in 2023. Advertisement Ever since, Bud Light has struggled to reposition itself as the good ol' boys, God 'n' guns beverage, to lukewarm reception. The numbers are grim: Heritage of Pride, organizers of New York City's festivities, by far the largest in the nation, faces a $750,000 shortfall this year after nearly a quarter of corporate donations dried up. This follows years of operating at a loss: In 2022, the group was $2.7 million in the hole, and another $1.2 million the following year. 8 At least 14 companies, including MasterCard, have scaled back on their financial contributions to annual Pride events nationwide. 8 Pepsi has also decreased its financial contributions to Pride events around the country. Advertisement 8 Nissan is also including in the group of companies that have either scaled back or dropped their contributions for national Pride events. Christopher Sadowski In California, longtime corporate donors ran for the hills when San Francisco Pride executive director Suzanne Ford reached out begging for money. Twin Cities Pride has seen longtime corporate sponsors in Minnesota shift into retreat mode, and now the group is scrambling to meet a $200,000 goal. Organizers in Washington, DC, Milwaukee, and St. Louis all have reported being ghosted by big companies they once relied upon. All of this is occurring at a time when a dozen companies have withdrawn participation from the Human Rights Campaign's Corporate Equality Index, a shakedown scheme used by the LGBT nonprofit behemoth to enforce woke capitalism. For LGBTQAI2S+ activists, the reason for all this is simple: It's Trump's fault. Advertisement 8 Trans-influencer Dylan Mulvaney set off a billion-dollar backlash against her 2023 sponsorship program with Bud Light Xavier Collin/Image Press Agency/MEGA 8 'There's a lot of fear of repercussions for aligning with our festival,' Wes Shaver, president of Milwaukee Pride, said. Wes Shaver 'There's a lot of fear of repercussions for aligning with our festival,' Wes Shaver, president of Milwaukee Pride, told The New York Times, joining others who believe companies fear they may be penalized by the White House if they donate to Pride events, citing the administration's effort to curtail DEI initiatives. (When asked about this, the White House didn't respond to multiple requests for comment from The Post.) What's equally likely is that everyone just has gay fatigue — a collective eye roll at the oversaturation of LGBT themes in culture, combined with all the negative connotations now associated with Pride. Once a niche event of subculture fun and revelry, it's devolved into a mainstream, month-long orgy of far-leftism that looks more like a tent revival beckoning an impending open-borders transgender race war. Rage-hungry conservative influencers have latched on to videos of public nudity and shameless parents forcing Pride spectacles onto their children. Transgender insanity has swallowed the entire movement and, in doing so, repelled middle-of-the-road Americans. Simply put, it's exhausting. Advertisement And what company, in its right mind, wants to be tied to all that? While activists say companies are afraid of Trump, the same could have been true about Biden. Businesses certainly felt the Democrat gun in their back to start coughing up their woke bona fides during his term. Overall, the corporate retreat from Pride is a good thing for everyone, and it ought to continue. The grotesque parade of political and corporate pandering that's defined Pride over the last two decades is embarrassing, as any honest gay person will admit. 8 Trump has set his sights on banning identity-based initiatives and organizations, according to reports. AP After all, who wants their sex life validated by junk food companies and bomb-makers? Advertisement It's also alienated plenty of old-timers. 'The cold corporations are more important to the rotating Heritage of Pride than the actual surviving Stonewall veterans. Plenty are still alive and kicking,' former New York City Pride Grand Marshall Williamson Henderson, of the Stonewall Veterans Association, and who participated in the original Stonewall rebellion in June 1969 (the reason Pride Month exists), told The Post. 8 NYC Pride alone has seen nearly a million dollars in funding losses. Some community observers, however, suggest the Pride event has become over-commercialized. Getty Images Corporate America is a shallow and skittish place, and only the most destructive HR managers want their businesses butting in on the culture wars. Advertisement Rather than blaming Republicans for a long-deserved pushback against Rainbow Totalitarianism, LGBT activists ought to do a better job policing themselves, embark on a little soul searching as to how they became so toxic, and maybe even re-examine their unbridled love of money. That last one might be a tough sell. Free Love? Not anymore. It's just about free stuff.
Miami Herald
13-05-2025
- Business
- Miami Herald
Anheuser-Busch beats Bud Light, Kid Rock disaster with this move
The beer industry is in a weird place at the moment. Gen Z has bucked another seemingly permanent trend, as fewer of them consume alcohol compared to previous generations. Don't miss the move: Subscribe to TheStreet's free daily newsletter Alcohol consumption as a whole has been declining since its peak in the 1970s, when about 70% of adults drank, compared to just 60% today. But Gen Z stands out even more. Only between 18% and 20% of Americans between drinking age and under 28 years old said they drank beer, wine, or spirits regularly, according to a 2023 Statista study. Meanwhile, among boozy Millennials born between 1980 and 1984, 30% drink beer and 31% drink wine. Related: Apple iPhone decision will upset customers, appease White House Beer manufacturers are feeling the effects of this societal shift. Overall sales fell 4% in the first quarter to about $15.8 billion in the U.S., according to the latest data report from the National Beer Wholesalers Association and Finech. In this environment, American mainstay Budweiser is committing to manufacturing in the U.S. Image source:Anheuser-Busch (BUD) is an iconic American brand, despite being purchased by Belgian brewing conglomerate InBev in 2008 for $52 billion. The company has proven its allegiance over the years by investing heavily in U.S. manufacturing. This week, it announced yet another nine-figure investment. Anheuser-Busch said it will spend $300 million in 2025 to bolster its U.S. manufacturing base, making a new commitment to local communities and facilities. "Anheuser-Busch has been a shining example of what 'Made in America' means, and their latest investment of $300 million builds on their longtime commitment to grow our workforce and expand U.S. manufacturing," U.S. Labor Secretary Lori Chavez-DeRemer said. "They are demonstrating exactly what it means to put American workers first, setting a standard for other companies to follow," she added. Over the past five years, Anheuser-Busch has invested nearly $2 billion in the 100 facilities across the country where its 65,000 employees brew, bottle, transport, and sell its products. Budweiser has been bolstering its image the best way it knows how: advertising. Budweiser and Bud Light have always had some of the most innovative and memorable marketing campaigns. Whether it was with the Budweiser Frogs or the "Wazzup" campaigns from the '90s or the more recent Dilly Dilly campaign, Anheuser-Busch earned its title as the King of Beers through advertising. So it was ironic in 2023 when an ill-fated ad campaign featuring transgender social media influencer Dylan Mulvaney sank Budweiser and Bud Light's decades-long run as the top-selling beer in the U.S. The subsequent boycott (led mainly by right-wing social media influencers) was one of the most successful in modern history, forcing the company to issue numerous mea culpas in the process. However, Anheuser-Busch also made it a priority to get back to its marketing basics. The company announced a new partnership with the UFC to become the mixed martial arts league's "official beer partner." It featured comedian Shane Gillis - a hero in some circles for his candid takes on politically incorrect topics - prominently in its Super Bowl ad, which is the crown jewel of Budweiser's ad campaigns every year. It also spent nearly $24 million to air a 90-second ad featuring its iconic Budweiser Clydesdales during the Super Bowl, paying homage to its historic past. And it paid off. The Budweiser First Delivery Super Bowl commercial was ranked No. 1 in the USA Today Ad Meter, the first time Budweiser grabbed the top ranking since 2015. Related: Veteran fund manager unveils eye-popping S&P 500 forecast The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Business Insider
11-05-2025
- Entertainment
- Business Insider
The battle for America's beer drinkers
Bud Light was the king of beers for a long time in the United States. Sure, its sibling brand, Budweiser, had the formal title, but based on sales, the lighter lager was on top for decades. A couple of years ago, in the face of a cultural firestorm and changing consumer tastes, Bug Light lost its crown. Mexican-made Modelo took its place as the top-selling beer in America in retail, becoming the new rey of beers, if you will. Now, politics may be scrambling the beer space again, and not in Modelo's favor. To back up a bit, 2023 was tough for Bud Light. That spring, it sent Dylan Mulvaney, a transgender influencer, a handful of beer cans as part of a marketing campaign, and all hell broke loose. The incident sparked an enormous backlash among conservatives, including widespread calls for boycotts. While most of the time, these types of consumer upheavals are ineffectual and short-lived, that wasn't the case for Bud Light. It saw a meaningful decline in sales. The same year, Modelo surpassed Bud Light as the best-selling beer in the US. While the Bud Light dustup may have accelerated the flip, Modelo's advance had been coming for a while. Bud Light had been experiencing declines for years. Meanwhile, Modelo was growing consistently, riding the wave of growing consumer interest in imported beers and America's growing Hispanic population, which likes Modelo, in particular. Whereas 2023 was a rough ride for Bud Light, 2025 might be similar for Modelo. The brand is still going strong, but political developments like tariffs and immigration crackdowns may be a blip that could, once again, accelerate ongoing consumer trends in the beer industry. That doesn't mean Bud Light will vault back to the top — one of its sister brands, Michelob Ultra, is giving everyone a run for their money. As Kate Bernot, the lead analyst at Sightlines, which researches the alcohol industry, puts it, "Michelob Ultra has just been quietly doing its thing and killing it." Dave Infante, who writes a Substack about drinking called Fingers, tells me that given what happened a couple of years ago, the beer industry is likely building in "contingency plans for these major shifts" and steeling itself for more upheaval. "The industry just saw a major tectonic shift in 2023 and understands that if such a thing happens again with Modelo, opportunities are going to ripple out from it," he says. Executives at Constellation Brands, the company behind beers such as Modelo and Corona, have been open about the fact that the policies emanating from the White House are creating some serious what-ifs. First, there are tariffs. While Mexican-made beer isn't being hit with an import tax, the cans it comes in are, thanks to a 25% tariff on aluminum. "They basically brew all their beer in Mexico and they sell it in the US," Garrett Nelson, an equity research analyst at CFRA Research, says. "Thirty-nine percent of their beer is shipped in aluminum cans, and that's still subject to the 25% tariff." The industry just saw a major tectonic shift in 2023 and understands that if such a thing happens again with Modelo, opportunities are going to ripple out from it. TD Cowen estimated that the aluminum tariffs could cost Constellation $1 billion annually. In its most recent earnings call, Constellation disappointed investors with its guidance outlook. Most analysts I spoke to for this story, however, say the tariffs as they currently stand won't be a killer for Constellation or its customers. The aluminum tariffs will hit its competitors who import the material as well, Bernot says, and the company can likely absorb the cost hit without customers seeing a massive spike in Modelo's price. And if Constellation does need to raise prices, their consumers will probably be OK paying some of that increased cost. "They're confident enough in the grip of their brands that they can increase prices a little more easily without consumer pushback than, say, a Bud Light or some other domestic brand," Nelson says. Part of Bud Light's problem has been that it's pretty easy for consumers to swap out for a Coors Light or a Miller Lite. Modelo's loyal drinkers are a little stickier. Kaleigh Theriault, an associate director of beverage alcohol thought leadership at NIQ, points out that amid post-pandemic inflation in 2022, domestic beer brands raised prices more than imports, giving imported brands like Modelo a little more room now. "Domestic beer has taken up price so much over the past two years that consumers and shoppers have sort of turned away, or they've recognized how much domestic beer prices have increased, and that might be influencing their purchase of imports or that might be kind of the reason that they're slowing down their purchasing of domestic beer or just beer overall," Theriault says. While the outlook isn't too scary now, President Donald Trump's trade war and tariff tactics have been volatile. He's t hreatened to put tariffs on all goods from Mexico in the past, and while the liquid in the beer cans isn't subject to tariffs now, there's no guarantee that won't change. Modelo's headaches may be more acute when it comes to the president's immigration crackdown and the anxieties it's causing. Immigration raids and the Trump administration's hostile approach to foreigners living in the United States may be putting some Hispanic consumers on edge. They're worried about shopping, in case they're asked to show ID, staying home more, and may be pulling back on spending in the event someone from their household is detained. And like many consumers across demographics, they're under pressure economically. "They're afraid to go shopping, whether they're here illegally or they're here illegally, that Hispanic shopper is afraid to go out," Bump Williams, an alcohol industry consultant, says. He recently conducted a survey of about 200 Hispanic families, and two-thirds of them said they had changed shopping behavior or were concerned about going shopping. Williams also says retailers in heavily Hispanic markets have reported declines in foot traffic. Jefferies analysts recently wrote in a note to clients that there appears to be a correlation between encounters at the Mexican border and consumption trends. Hispanic consumers represent about half of Constellation's overall beer business. In the company's most recent earnings call, the company's CEO, Bill Newlands, said that two-thirds of Hispanic consumers were "concerned about higher prices on things like food, gas, and other essentials," and over half were "concerned relative to immigration issues." They're also worried about job losses in industries with a high number of Latino employees. "What does that do? That has tended to mean that the consumer has pulled back on spending on a number of categories," Newlands said. Beer is quite a ways down the list compared to other areas of spending, such as on restaurants, he added, "but it's certainly on the list, because things like social gatherings, an area where the Hispanic consumer often consumes beer, are declining today as part of these overarching concerns that they have." Constellation Brands and AB InBev did not respond to requests for comment for this story. Current troubles for Constellation and its brands, such as Modelo and Corona, aren't likely to be a full-blown disaster. But they may represent an opportunity for competitors, including Anheuser-Busch InBev, to make some inroads. Bud Light has done a lot to try to claw back consumers from its 2023 snafu, including becoming the official beer sponsor of the UFC in 2024 and generally trying to keep its marketing as uncontroversial as possible. Still, it's been on the downswing for a while — its volumes peaked in 2008. "Bud Light's not going to be the comeback winner on this one," Williams says. While the brand has managed to stop much of the bleeding from 2023 and 2024, it's still declining. "It's got a very slim chance to reclaim the title of the No. 1 brand in the country." Recent data from the National Beer Wholesalers Association and Fintech, a payments company in the alcohol space, found that in the first quarter of the year Bud Light saw the biggest loss of market share in on-premise purchases (think restaurants and bars) as well as off-premise retail purchases (think grocery stores or gas stations) of the top 10 alcohol brands it tracks. While Bud Light remains quite popular, it's not on the growth track. The opposite is true for another AB InBev brand, Michelob Ultra. Per the NBWA and Fintech, Michelob had the biggest share gain during the first quarter of the year. "Michelob Ultra now, for all intents and purposes, is Anheuser Busch's flagship beer, its star beer," Bernot says. "It's a really strong brand." Michelob's gains may not necessarily be Modelo's losses — the latter remains the No. 1 imported beer, has a loyal customer base, and, as mentioned, may have some room to push up prices if it needs to. Modelo's customers aren't switching brands; some of them may just temporarily be buying less of it. In contrast to Bud Light, Michelob has a better-for-you air to it. It's marketed as low-carb and low-calorie and leans into a health angle, as an option that can be part of a fit lifestyle. To many consumers, Bud Light feels more regular and generic, even if it's also a light beer. The three brands may be locked in a tight race for America's beer crown, but that's because Modelo, Bud Light, and Michelob all appeal to a wide array of consumers. If Hispanic consumers are pulling back on Modelo purchases, that probably means they're buying less Bud Light and Michelob, too. If their customers do start to switch up habits, it's not clear they'll be swapping one for the other. If you give up on Bud Light, you're probably going to go for a Coors Light or Miller Lite first. If Modelo gets too pricey, you may look for another premium or import brand. To a large extent, these brands' fates are in their own hands. Bud Light is trying to get back drinkers it lost and attract new ones. Modelo has a pretty unique appeal that is very much at the center of its US parent company's overall strategy. "That brand is able to command that premium price point because of long-standing American consumer attraction to the exoticism and the vision of paradise that marketers have really been able to shape around the Corona and to some extent the Modelo brands," Infante says. "And Modelo also has a really compelling marketing campaign that it ran for many years about the 'fighting spirit' that really resonated." Beer overall is just having a tough go of it in general. As for Mich Ultra, its image as the healthier option boosts its appeal — it's for after-work drinks, but also after-run drinks or an afternoon on the golf course. In fall 2024, Michelob Ultra Zero was introduced, a nonalcoholic option meant to capitalize on the growing NA trend. It's a marketing opportunity for the flagship brand to generate excitement, solidify the wellness-conscious halo around it, and take up more store space with both alcoholic and nonalcoholic options. The analysts I spoke to were mixed on whether this meant Michelob could depose Modelo. Thierault thinks it's unlikely Michelob will become first anytime soon. Williams, on the other hand, says Michelob Ultra "has a really good shot at surpassing Modelo Especial as the No. 1 beer brand in the United States this year." Ultimately, it may be long-term structural trends that are more important, just as they were when Modelo surpassed Bud Light in 2023. In that scenario, Modelo continues to grow, despite hurdles, just like Michelob. Bud Light remains quite popular, especially in draft and at bars, but its overall fortunes don't appear to be on track to reverse. The beer industry's leaderboard could shift again, depending on politics, perception, and pricing power. But if and when that happens is still TBD. In the meantime, beer as a sector is not having a blockbuster year anyway. "Beer overall is just having a tough go of it in general," Bernot says. "It's important to put any certain brand declines or struggles in the larger picture of beer is just not doing great."
Miami Herald
09-05-2025
- Business
- Miami Herald
Anheuser-Busch brings back cult favorite beer
Warmer weather is finally here, and with summer just around the corner, many beer fans are looking forward to blonde ales, fruit beers, and saisons to complement their weekend adventures. That is, if they're choosing to drink beer in the first place. With many younger consumers turning to nonalcoholic beers and spirits or THC sodas instead of a brew, the beer market has taken a hit. It was down 1.2% in sales in 2024, according to the Brewers Association. Don't miss the move: SIGN UP for TheStreet's FREE Daily newsletter Craft beer is down even further, with sales declining by 4% in 2024. The sector has been on a downward trend for a few years and now faces a new problem on top of that: President Donald Trump's trade war. He placed a 25% tariff on all steel and aluminum imports back in March, which obviously has a major effect on products sold in aluminum cans. Related: McDonald's menu introduces a wild new dessert That said, there are some beers still selling quite well, and they're typically the classics that have been around for decades. Anheuser-Busch is one of the brands doing just fine, and now it's bringing back a limited-edition beer that its customers have quite literally pleaded for on social media. Image source: Anheuser-Busch Anheuser-Busch has announced that its Busch Light Apple Beer is coming back to store shelves after observing just how high customer demand was to bring it back. The beer was originally launched in 2020 and Busch went all out to promote it, going as far as to deliver it by helicopter at secret locations around the U.S. and holding a contest on social media for fans to win the coordinates and claim their own haul of free beer. Related: Popular whiskey brand files Chapter 11 bankruptcy But in 2022, Busch took the lager off store shelves, and much like the saga of the Taco Bell Mexican Pizza, people lost their minds. Petitions were started. Facebook groups of mourning fans were made. According to Busch, one in every three comments on their social media posts were customers asking for the Light Apple Beer to make a comeback. Of course, having made such a big deal of the beer when it debuted, Busch had to design some fanfare for its return as well. This time around, the beer maker is holding a contest for fans to win $800 to spend on Busch Light Apple. To enter, all fans have to do is comment on Busch's social media posts on Instagram, X, and Facebook using the hashtags #BLAppleStockUp and #Sweepstakes. The contest runs through May 14 and five winners will be chosen in a drawing to be held on or about May 21, 2025. Despite a trend in customers turning away from beer in favor of other options, some beers remain very popular with consumers. Modelo Especial remains one of the most popular, leapfrogging past Bud Light after a controversy in 2024 involving trans social media star Dylan Mulvaney that caused those on the political right to shun the brand. Other beers that are still doing just fine in 2025 include Bud Light, Michelob Ultra, Coors Light, Corona Extra, and Miller Lite. Busch also reported great results during its Q4 earnings call, with a 2.7% increase in revenue for the year and an all-time high reported in USD sales. Related: Popular beer brand closes down and files Chapter 7 bankruptcy The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
