Bud Light has reportedly lost billions since the brand went woke by teaming up with the transgender influencer Dylan Mulvaney for an ad campaign back in April. Now, Anheuser-Busch heir Billy Busch is offering to buy back Bud Light, should its parent company AB InBev decide to sell it, as he wants to “make that brand great again.”
— OutKick (@Outkick) August 16, 2023
‘We’ll Make That Brand Great Again’
“If they don’t want that brand any longer, sell it back to the Busch family,” Busch told Outkick. “Sell it to me. I’ll be the first in line to buy that brand back from you, and we’ll make that brand great again.”
The Busch family sold Annheuser-Busch to InBev in 2008, and Busch said that it’s been extremely disheartening to see what has happened to the brand since then. He explained that when his family owned Bud Light, they would travel the country talking to customers so that they could really understand the drinkers.
“They knew who their drinkers were,” Busch said. “They were with the bar owners and the restaurant owners and the liquor store owners and talking to these people day in and day out. Even my dad at 89 years old, 90 years old, he was still going to the bars selling Budweiser back in those days; in the 80s.”
“That culture is completely gone now,” he lamented.
Anheuser-Busch Heir Billy Busch hints at buying back Bud Light after catastrophic brand implosion:
“I think we can Make Bud Light Great Again.” pic.twitter.com/1TifT3IqE1
— Benny Johnson (@bennyjohnson) August 11, 2023
‘InBev Doesn’t Understand Who Their Core Drinker Is’
In this same interview, Busch talked about how out of touch he feels InBev is with its consumers.
“I think I think InBev doesn’t understand who their core drinker is,” he explained. “It’s a Brazilian-based company that really doesn’t live here in America.”
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Busch went on to say that foreign companies like InBev are learning the hard way that hiring woke marketing executives is not a good idea.
“When you are a foreign company and you rely on these woke students that are coming out of these woke colleges to do your advertising for you, you’re making a big mistake,” he said. “You need to go out there and understand who your core customer is.”
Check out Busch’s full comments on this in the video below.
‘My Ancestors Would Have Rolled Over In Their Graves’
Earlier this month, Busch opened up about how devastated his ancestors would be if they could see how woke their brand has gone.
“I think my family — my ancestors would have rolled over in their graves,” Busch said when asked about the Mulvaney campaign, according to Fox News. “They believed that transgender, gays, that sort of thing was all a very personal issue. They loved this country because it is a free country and people are allowed to do what they want, but it was never meant to be on a beer can and never meant to be pushed in people’s faces.”
“You know, I think people who drink beer, I think they’re your common folk. I think they are the blue-collar worker who goes and works hard every single day,” Busch later added. “The last thing they want pushed down their throat or to be drinking is a beer can with that kind of message on it. I just don’t think that’s what they’re looking for. They want their beer to be truly American, truly patriotic, as it always has been. Truly, America’s beer, which Bud Light was and probably isn’t any longer.”
Check out this full interview in the video below.
It’s save to say that AB InBev and Bud Light executives have learned the hard way by now that “go woke, go broke” is very real indeed. Perhaps the one thing that could save Bud Light is to sell it back to the Busch family, because they seem like they might actually know how to market it properly!
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