In a significant shift within the U.S. beer market, AB InBev's Bud Light has dropped to third place in U.S. beer sales behind Modelo Especial and now Michelob Ultra, reflecting the ongoing impact of the boycott that began in early 2023 after the brand sent some personalized Bud Light cans to transgender activist Dylan Mulvaney.
The brand's decline in market position underscores the lasting effects of consumer backlash and competitive market dynamics.
According to recent data, Bud Light, previously a leading brand in the American beer industry, has now been surpassed by both Modelo Especial (in June 2023) and Michelob Ultra (which is also owned by AB InBev. This dramatic shift highlights the profound influence that public sentiment and consumer behavior can have on major brands.
The boycott has continued to resonate with consumers, leading to a sustained decrease in Bud Light's market share. Despite efforts by Anheuser-Busch to revitalize the brand and address the concerns raised, the recovery has been slower than anticipated.
Industry analysts attribute Bud Light's current standing to a combination of factors, including intensified competition and changing consumer preferences. With Modelo Especial and Michelob Ultra gaining traction, the competitive landscape for beer brands has become increasingly dynamic.
