Bud Light Customer Service Responds to Backlash

The beer that Bud light is famous for may be the nation’s best-selling lager, but that doesn’t mean its parent company, Anheuser-Busch, can afford to get too woke. That lesson was driven home last week when the brewing giant stepped recklessly into the culture wars by partnering with transgender influencer Dylan Mulvaney. The resulting backlash sparked calls for a boycott and sent shares of AB InBev down more than $5 billion.

The controversy also sparked anger among some of Bud Light’s traditional core audience, who felt betrayed by the beer maker’s LGBTQ outreach and alliance, however small, with a trans woman. One liquor store owner in Barnhart, Missouri, tells Fox Business that Bud Light sales took a hit after the Mulvaney controversy. But he doesn’t expect that to be a lasting effect. “I think society flexes its muscles sometimes and reminds manufacturers that the consumer is still in charge,” he says. “I think this will be a short-term thing.”

Despite the backlash, most of Bud Light’s wholesalers are standing by the brand, according to the beer industry publication Beer Business Daily. The brewer met with wholesalers this week to discuss the issue and to help them "dispel any potential retailer misconception that the Mulvaney can campaign was a formal Bud Light sponsorship." The company also clarified that the single can given to Mulvaney was not for sale to the public, which some conservative outlets had erroneously reported.

Anheuser-Busch also apologized for any offense caused by its partnership with Mulvaney, but many on the right are not appeased and continue to call for a boycott of Bud Light. The company has taken steps to mitigate the damage, including putting executives in charge of Bud Light’s marketing. Ad Age first reported that Alissa Heinerscheid, the brand’s vice president of marketing, was placed on leave and Todd Allen will replace her. Heinerscheid’s team was responsible for Bud Light’s widely lauded Super Bowl ad featuring Miles Teller and Keleigh Sperry, as well as the 'Bud Light Carry' ad that showed women carrying a round of beers to a table without spilling a drop.

But a boycott could have long-term consequences for the brand and its suppliers, who depend on a steady stream of customers to keep their businesses going. And that is especially true for smaller, independent breweries that don’t have the resources to weather a backlash like this. That’s why it’s important for all brands to have a strong customer service strategy and the technology to track, understand and address any issues that arise. Comparably’s software makes it easy to measure, understand and improve customer experience. Our software helps companies create and manage a positive customer experience while ensuring compliance with all state and federal regulations. Start your free trial of Comparably today to see how you can boost your customer ratings and drive revenue growth. 2017 Comparably. All rights reserved. Terms of Use. Privacy. Terms of Service. Contact Us.Ozark Trail Customer Service