Bud Light Brews a Bitter Beer : When Good Intentions Go Bad / Nisha RayChaudhuri, Dustin Smith.

Format:

Book

Author/Creator:

RayChaudhuri, Nisha, author.

Smith, Dustin, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Social responsibility of business.

Physical Description:

1 online resource.

Place of Publication:

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

Summary:

In April 2022 popular transgender activist and TikTok personality Dylan Mulvaney posted a video featuring a can of Bud Light beer adorned with their image (Mulvaney, 2023). The can was part of a limited promotional effort by Anheuser-Busch (AB) and corresponded with a USD 15,000 giveaway celebrating Mulvaney's "365 Days of Girlhood" series. Negative reactions to the video were swift and widespread. Conservative celebrities, politicians, and news pundits, angered at the brand's partnership with a transgender individual, called for an immediate boycott of Bud Light. Sales of the popular beer quickly fell as people moved to other brews and several bars refused to continue carrying the product. The response by AB was to downplay the issue as a minor advertising error and attempted to deflect attention toward other core aspects of the brand. This retraction upset LGBTQ+ (lesbian, gay, bisexual, transexual and queer individuals) who felt betrayed that the brand did not do more to support this social issue. Bud Light remains in a precarious position as conservative outrage continues to be leveled at the brand. This case explores the context surrounding the issue and Anheuser-Busch's response, and ends with a discussion regarding how the company can move forward.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071968314

1071968319

OCLC:

1483992708