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close Video Bud Light should not get involved in divisive political issues: Anson Frericks

Former Anheuser-Busch executive Anson Frericks discusses the sales of Miller Lite and Coors after the Bud Light controversy on The Bottom Line.

Bud Light continued to see a decline in sales during the month of May as consumers nationwide revolt against the nation’s top-selling beer brand over its controversial partnership with transgender influencer Dylan Mulvaney.

This is Bud Light’s fifth straight week of plunging sales since Mulvaney first announced a collaboration with the brand, reigniting concern among distributors over whether the beer maker can successfully heal from the branding nightmare.

Compared to a year ago, retail sales of Bud Light in the U.S. were down by 23.6% in the week ending on May 6, surpassing the 23.3% decline the brand saw in the last week of April, according to data from Bump Williams Consulting and NielsenIQ, cited by the New York Post.

Anheuser-Busch, Bud Light’s parent company, also saw significant declines in year over year sales of its other products, though at a slower rate than in previous weeks. Budweiser sales were down 9.7% compared to 11.4% a week earlier; Michelob Ultra dropped 2.9% versus 4.3%; and Natural Light was down 2.5% compared to a 5.2% decline in sales the week prior, the Post reported.

Bud Light sales in the U.S. are down by 23.6%. (Kevin Liles / Getty Contributor)

The latest numbers come after a report released by Beer Business Daily found that the beer company faced net losses for four weeks in April leading up to April 29. This followed initial reports that showed Bud Light in-store sales dropped 26% in the week of April 22.

Data from Connecticut-based Bump Williams Consulting also showed that total sales for Bud Light fell by 8% for the year so far, costing the company approximately $5 billion in losses. 

The sharp drop in sales prompted HSBC to downgrade Anheuser-Busch InBev stock to hold in early May, citing a “crisis” following the brand’s controversial marketing campaign that sparked intense backlash after videos emerged of Mulvaney showing a can of Bud Light featuring the activist’s face in celebration of Mulvaneys “year of girlhood.” The promotion quickly led to calls for boycotts, particularly among conservative commentators.

BUD LIGHT PARENT COMPANY’S STOCK DOWNGRADED BY HSBC AMID BRANDING CRISIS, HUGE SALES DROP

Bud Light continues to face backlash more than a month after its polarizing pact with transgender influencer Dylan Mulvaney prompted outrage. (Getty)

In the meantime, the company has since attempted to make amends with its customers. Bud Light marketing vice president Alissa Heinerscheid and Daniel Blake, who oversees marketing for Anheuser-Buschs mainstream brands, both took a leave of absence after the backlash, particularly after Heinerscheid was caught in an interview blasting the brand as “fratty” with “out of touch humor.” A new country-based ad aired during the NFL Draft on April 27 as part of a new campaign.

The company has also attempted to contextualize the Mulvaney videos, explaining that a “third-party ad agency” was responsible for the collaboration with no intention to sell the can. Anheuser-Busch stated that the marketing firm has since been fired, though it declined to name the company.

ANHEUSER-BUSCH BLAMES THIRD PARTY AD AGENCY FOR DYLAN MULVANEY PARTNERSHIP, CUTS TIES AMID MARKETING SHAKE-UP 

A picture of the commemorative Bud Light can featuring TikTok influencer Dylan Mulvaney. (Dylan Mulvaney/Instagram)

Anheuser-Busch also originally put out a statement to Fox News Digital regarding the can.

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“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics. From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public,” an Anheuser-Busch spokesperson told Fox News Digital.

Fox News’ Lindsay Kornick contributed to this report.

Yael Halon is a reporter for Fox News Digital. Story tips can be sent to yael.halon@fox.com.

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Collapsed crypto firm Ziglu faces $2.7M deficit amid special administration

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Collapsed crypto firm Ziglu faces .7M deficit amid special administration

Collapsed crypto firm Ziglu faces .7M deficit amid special administration

Thousands of savers face potential losses after a $2.7 million shortfall was discovered at Ziglu, a British crypto fintech that entered special administration.

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Heidi Alexander says ‘fairness’ will be government’s ‘guiding principle’ when it comes to taxes at next budget

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Heidi Alexander says 'fairness' will be government's 'guiding principle' when it comes to taxes at next budget

Another hint that tax rises are coming in this autumn’s budget has been given by a senior minister.

Speaking to Sunday Morning with Trevor Phillips, Transport Secretary Heidi Alexander was asked if Sir Keir Starmer and the rest of the cabinet had discussed hiking taxes in the wake of the government’s failed welfare reforms, which were shot down by their own MPs.

Trevor Phillips asked specifically if tax rises were discussed among the cabinet last week – including on an away day on Friday.

Politics Hub: Catch up on the latest

Tax increases were not discussed “directly”, Ms Alexander said, but ministers were “cognisant” of the challenges facing them.

Asked what this means, Ms Alexander added: “I think your viewers would be surprised if we didn’t recognise that at the budget, the chancellor will need to look at the OBR forecast that is given to her and will make decisions in line with the fiscal rules that she has set out.

“We made a commitment in our manifesto not to be putting up taxes on people on modest incomes, working people. We have stuck to that.”

Ms Alexander said she wouldn’t comment directly on taxes and the budget at this point, adding: “So, the chancellor will set her budget. I’m not going to sit in a TV studio today and speculate on what the contents of that budget might be.

“When it comes to taxation, fairness is going to be our guiding principle.”

Read more:
Reeves won’t rule out tax rises

What is a wealth tax and how would it work?

👉Listen to Politics at Sam and Anne’s on your podcast app👈      

Afterwards, shadow home secretary Chris Philp told Phillips: “That sounds to me like a barely disguised reference to tax rises coming in the autumn.”

He then went on to repeat the Conservative attack lines that Labour are “crashing the economy”.

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Chris Philp also criticsed the government’s migration deal with France

Mr Philp then attacked the prime minister as “weak” for being unable to get his welfare reforms through the Commons.

Discussions about potential tax rises have come to the fore after the government had to gut its welfare reforms.

Sir Keir had wanted to change Personal Independence Payments (PIP), but a large Labour rebellion forced him to axe the changes.

With the savings from these proposed changes – around £5bn – already worked into the government’s sums, they will now need to find the money somewhere else.

The general belief is that this will take the form of tax rises, rather than spending cuts, with more money needed for military spending commitments, as well as other areas of priority for the government, such as the NHS.

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Heidi Alexander says ‘fairness’ will be government’s ‘guiding principle’ when it comes to taxes at next budget

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Heidi Alexander says 'fairness' will be government's 'guiding principle' when it comes to taxes at next budget

Another hint that tax rises are coming in this autumn’s budget has been given by a senior minister.

Speaking to Sunday Morning with Trevor Phillips, Transport Secretary Heidi Alexander was asked if Sir Keir Starmer and the rest of the cabinet had discussed hiking taxes in the wake of the government’s failed welfare reforms, which were shot down by their own MPs.

Trevor Phillips asked specifically if tax rises were discussed among the cabinet last week – including on an away day on Friday.

Politics Hub: Catch up on the latest

Tax increases were not discussed “directly”, Ms Alexander said, but ministers were “cognisant” of the challenges facing them.

Asked what this means, Ms Alexander added: “I think your viewers would be surprised if we didn’t recognise that at the budget, the chancellor will need to look at the OBR forecast that is given to her and will make decisions in line with the fiscal rules that she has set out.

“We made a commitment in our manifesto not to be putting up taxes on people on modest incomes, working people. We have stuck to that.”

Ms Alexander said she wouldn’t comment directly on taxes and the budget at this point, adding: “So, the chancellor will set her budget. I’m not going to sit in a TV studio today and speculate on what the contents of that budget might be.

“When it comes to taxation, fairness is going to be our guiding principle.”

Read more:
Reeves won’t rule out tax rises

What is a wealth tax and how would it work?

👉Listen to Politics at Sam and Anne’s on your podcast app👈      

Afterwards, shadow home secretary Chris Philp told Phillips: “That sounds to me like a barely disguised reference to tax rises coming in the autumn.”

He then went on to repeat the Conservative attack lines that Labour are “crashing the economy”.

Please use Chrome browser for a more accessible video player

Chris Philp also criticsed the government’s migration deal with France

Mr Philp then attacked the prime minister as “weak” for being unable to get his welfare reforms through the Commons.

Discussions about potential tax rises have come to the fore after the government had to gut its welfare reforms.

Sir Keir had wanted to change Personal Independence Payments (PIP), but a large Labour rebellion forced him to axe the changes.

With the savings from these proposed changes – around £5bn – already worked into the government’s sums, they will now need to find the money somewhere else.

The general belief is that this will take the form of tax rises, rather than spending cuts, with more money needed for military spending commitments, as well as other areas of priority for the government, such as the NHS.

Continue Reading

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