As Bud Light sales fall, Anheuser-Busch’s US marketing chief resigns
Anheuser-Busch’s marketing chief will step down at the end of the year, months after the company’s contentious connection with a transgender influencer resulted in a drop in sales for its Bud Light brand.
Benoit Garbe, Anheuser-Busch InBev’s U.S. chief marketing officer, is stepping down as the criticism over marketing stunts continues to impact sales.
Bud Light, formerly America’s best-selling beer, has seen its sales plummet this year. The brewer recorded a 13.5% reduction in revenue per 100 liters, the best metric of beer sales, in the most recent quarter.
Some of the criticism was homophobic, accusing the brewer of becoming «woke.» Ironically, Bud Light lost favor with the LGBTQ community by failing to defend its collaboration with Mulvaney.
Bud Light is already attempting to entice fans who are boycotting the brand by announcing a $100 million sponsorship contract with the UFC and working more closely with the NFL.
