Budweiser : Inclusivity Strategy Gone Wrong / Arpita Agnihotri, Saurabh Bhattacharya.

Format:

Book

Author/Creator:

Agnihotri, Arpita, author.

Bhattacharya, Saurabh, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Beer industry.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

The case discusses the LGBTQ+ marketing controversy that adversely affected Budweiser in early 2023, to the extent that former executives of Anheuser-Busch, the U.S. subsidiary of parent company AB InBev that produces Budweiser, asked CEO Brendan Whitworth to resign. Specific conservative consumers and celebrities boycotted and protested against the brand when Bud Light, a top-selling U.S. beer brand, sent a commemorative can to transgender influencer Dylan Mulvaney. In response to the boycott, Whitworth reacted after two weeks, taking responsibility for the campaign and putting two marketing executives on leave. However, stakeholders criticized Whitworth's actions. Within weeks after the boycott, Casa Modelo replaced Bud Light as the top-selling beer brand in the United States. Anson Frericks, former president of operations of AB InBev's U.S. subsidiary, emphasized the need for a new CEO who could successfully address the issue and demanded that Whitworth needed to step down. By September 2023, retailers reallocated their limited shelf space to other beer brands depending on past sales, and Budweiser suffered. Should Whitworth resign? How can he revive the brand? Why was the boycott successful?.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071976241

1071976249

OCLC:

1483993192