The disastrous partnership between Bud Light and transgender influencer Dylan Mulvaney has become a stark warning for corporations navigating the treacherous waters of political activism. Former Anheuser-Busch executive Anson Frericks has publicly condemned the collaboration that sent the beer giant’s sales plummeting. What lessons should other brands learn from Bud Light’s marketing misstep?
A Beer Brand’s Identity Crisis
Former Anheuser-Busch executive Anson Frericks has publicly condemned the company’s partnership with transgender influencer Dylan Mulvaney as a fundamental betrayal of the beer’s brand identity. Frericks, who spent over a decade at the brewing giant before departing due to concerns over DEI policies, described the collaboration as “not an authentic partnership at all” and accused the company of “catering to special interests” rather than serving its traditional customer base.
The backlash following Mulvaney’s April 2023 Instagram post showing custom Bud Light cans with his face was immediate and devastating for the brand’s bottom line. Country music star Kid Rock famously responded by filming himself shooting cases of Bud Light with a rifle while countless loyal customers participated in a widespread boycott that sent sales plummeting by nearly 30% year over year.
Maybe it’s because of the business I’m in, or maybe it’s because I’ve been boycotted myself on several occasions. Or maybe it’s just because I used to drink a lot of beer. Whatever the reason, I’ve been fascinated by the demise of Bud Lite, and the way in which one of America’s… pic.twitter.com/Xpb53tUMA4
— The Real Mike Rowe (@mikeroweworks) February 5, 2025
From Market Leader to Cautionary Tale
The financial impact of the controversy extended far beyond temporary outrage, costing Bud Light its crown as America’s best-selling beer to Mexican competitor Modelo. “The problem with the Bud Light-Dylan Mulvaney partnership was they just were not an authentic partnership at all,” Frericks explained, noting that Mulvaney had become “the face of a lot of these very polarizing topics” that had nothing to do with the brand’s traditional focus on “sports and humor and bringing people together.”
Frericks attributes much of the company’s misstep to pressure from external organizations like the Human Rights Campaign and major asset management firms promoting DEI initiatives. Anheuser-Busch CEO Brendan Whitworth’s subsequent statement addressing the controversy was widely criticized for failing to directly acknowledge the partnership or apologize to alienated customers.
For most of the 11 years Anson Frericks was a top executive at Anheuser-Busch InBev, its biggest brand, Bud Light, was America’s best-selling beer. Its marketing was aimed at guys who, no matter their politics, just wanted a cold beer and a good time. But like many companies, AB… pic.twitter.com/PSzKaefWZS
— The Free Press (@TheFP) February 7, 2025
Recovery Attempts and Future Outlook
Bud Light has made several attempts to rehabilitate its image, including becoming the official beer of the UFC and releasing a well-received Super Bowl ad featuring comedian Shane Gillis and musician Post Malone. However, Frericks believes a true recovery would require a sincere apology and potentially finding an American owner who better understands the brand’s heritage and consumer base.
The former executive summarized the situation with a simple metaphor: “Don’t put avocado on the burger.” This phrase encapsulates the danger of tampering with a successful formula to chase trendy causes without considering core customer preferences and brand identity.
Mulvaney expressed surprise at the intensity of the backlash, stating the partnership felt organic, while neither Anheuser-Busch, BlackRock, nor Mulvaney responded to requests for comment on Frericks’ criticisms. The controversy continues to serve as a powerful case study on the risks corporations face when attempting to navigate divisive social issues without maintaining alignment with their established brand values and customer expectations.