America’s best-selling beer brand is trying to turn things around after taking a tumble. The brewing giant, Anheuser-Busch InBev, hit an unprecedented slump this year leading to a dramatic dip in their sales. The downturn was brought about following a conservative backlash against Bud Light, which ensued after a campaign featuring a transwoman activist, Dylan Mulvaney, back in April.

Many anti-trans groups took offense with the campaign leading to widespread shunning of the brand sparking calls for boycott across various platforms. With the fallout, the beer giant reported a 10.5% plunge in U.S. sales in its second quarter (April-June 2023), thus being dethroned as the number one selling liquor in the country. The brand is now taking steps to bounce back from its slump with the NFL season on the horizon, as they expect to snag the top spot.

The beer brand is brewing something big for the upcoming season

 Budlight has been the league’s official beer sponsor for over 27 years and a potential platform to pitch their lager. As the new season draws near, they are brewing something big to make a comeback. The brewing giant is rolling out one of their greatest campaigns,  “Easy to Sunday” according to their news release. The campaign entails TV and online advertisements featuring real fans from different teams across the country.

“Our new ‘Easy to Sunday’ campaign celebrates and honors those real Sunday moments that bring NFL fans across the country closer to their friends, their family, and their local communities – and we are so proud to play a role in as a brand.” said Todd Allen, Vice President of Marketing for Bud Light.

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The company is also whipping up limited-edition cans for  23 teams in the league, featuring each team’s logo and including a player illustration in the team’s official colors. The cans would be decked with a QR code that can be scanned for a chance to win one of 2,000 free subscriptions to NFL Sunday Ticket from YouTube and YouTube TV and e-gift cards for NFL merch from Fanatics.

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The latest campaign is one piece of the brand’s grand plan to amp up the sales, going out the extra mile and even dishing out free beer in their efforts to bounce back.

The beer brand is going all-in

Budlight has been doing everything to alleviate the fallout from the dip in sales ever since the backlash reared its head. When they lost a load of distributors after they alleged experiencing a plunge in sales and harassment from some riled-up customers, the brewing giant even handed out free cases of beer to the employees of its distributors, as per reports by The Wallstreet Journal.

Back in May, the company even proposed they would buy the unsold expired beer from the distributors to relieve the blow. The brand’s US CEO Brendan Whitworth even extended financial assistance to the liquor’s independent wholesalers. As the plunge persists, the upcoming season offers the hope to reclaim the love of Americans.

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