On April 1, 2023 in what to beer giant AB’s dismay turned
out to be not an April Fools’ Joke
The misguided marketeers introduced a campaign with TG Dylan
Mulvany and to their horror watched Bud light’s number 1 status be revoked
After 20 years of
leading the beer sales pack
In a month sales collapsed and from number 1 it fell back
Modelo Especial in May, 2023 became the number one selling
beer
Bud Light’s top marketing executives were put on leave to disappear
Bud Light spent millions to try to reverse the collapse in
sales
Despite even using Payton Manning and sponsoring sporting
events the efforts failed
Today beer drinkers learned the Modelo Especial was no
longer number one
Not replaced by Bud Light in a number one rerun
But by Michelob’s Ultra whose ad campaign is heavily focused
on sports
Beer insiders inform us its sales are rising like a rocket
and with no sight of an early abort
When total sales of beer were expanding perhaps a sales
boost from an effort to consumption by TG’s steer
But in a declining overall beer market and a boycott that
should not have surprised a sales lead would quickly disappear
The Bud Light lesson of focusing on TG’s means going woke will
mean going brokeIs too easily forgotten as the Crocker Barrel rebranding
produced howls of disapproval by consumers and was quickly revoked
© 9/22/2025 Michael P. Ridley aka The Alaskanpoet
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