Budweiser and Bud Lite have been steadily losing market share for years, as beer drinking fashion tends towards bolder-flavored “craft” brews.
The Financial Journal says The world’s largest beer producer has decided that it must be bold to reverse flagging sales of Bud Light and Budweiser. It lost 5.2 percentage points of market share in the United States since 2008, falling to 43.6 percent share, according to industry tracker Insights Beer.
While the beer producer has announced it will replace the word “Budweiser” with “America” on its bottles and cans for the summer, it’s taking a radically different approach for the “Bud Lite” brand.
In honor of June being Lesbian, Gay, Bisexual and Transgender Pride Month (decreed gleefully (can we say “gaily?”) by our Dear Leader) – and a big month for weddings – Bud Lite rolled out a new video ad celebrating same-sex weddings.
The ad depicts the wedding of Steve and Greg and stars Amy Schumer and Seth Rogen.
Gay weddings are just like any weddings,” the actors say in the ad, with “cringeworthy speeches, girl who’s super ready to settle down, and cake!”
Rogen then declares, “Bud Light proudly supports everyone’s right to marry whoever they want.” “To the groom!” Schumer says. “And the groom!” Rogen says.
The spot, released in partnership with Ellen DeGeneres on Twitter, Facebook, YouTube and Instagram, aired one night only in California and New York and will be complemented by rainbow-lit billboards throughout June in Los Angeles, San Francisco and New York.
Naturally, Twitter weighed in.
— Michael Liu (@spyguy8080) June 2, 2016
Seems like this is a pretty big gamble for parent company Anheuser-Busch, considering the LGBT community represents only about 3 percent of the U.S. population. They’re banking on a lot of sympathetic straight beer drinkers.
What do you think? Smart move, or big mistake?
[Note: This article was written by Michele Hickford]