US Beer Sales Hit 25-Year Low Amid Bud Light Boycott

Changing Consumer Behaviors and Controversial Partnership with Transgender Influencer Contribute to Bud Light's Decline

US beer sales are expected to hit a 25-year low by the end of 2023, with shipments dropping more than 5% in the first three quarters of the year.
Bud Light, once America's top-selling beer, has seen a significant decline in sales following a controversial partnership with transgender influencer Dylan Mulvaney, sparking a widespread boycott.
Changing consumer behaviors, particularly among younger generations, have also contributed to the decline in beer sales, with many opting for alternatives such as spirits or non-alcoholic beverages.
Despite marketing efforts to target its traditional male audience, Bud Light's sales continue to suffer, with retail store sales down 28% in the four weeks ending Dec. 9 compared to the same period last year.
Other beer brands, such as Modelo Especial and Molson Coors, have seen an increase in sales, with Modelo overtaking Bud Light as the top-selling beer in the US.