“You see Bud Light still just stubbornly down around 30% in volume compared to last year, which is where it’s been since May or June,” Beer Business Daily publisher Harry Schuhmacher told Fox News Digital Friday.
“That tells me that this is quasi-permanent, meaning those consumers are just lost forever.”
Bud Light — which lost its top spot to Modelo after the controversy — is down 26.9% in dollars and 30.3% in volume, he said, citing a study by Bump Williams Consulting.
The publisher believes it is “likely” the company will continue to see similar year-over-year declines for the “foreseeable future.”
“At least until April and May of 2024 when they lap the controversy,” Schuhmacher told Fox News Digital.
“I think the industry thought it would have rebounded by now, but it hasn’t,” he continued.
“It’s actually worse than just lost sales because now it’s getting to the point where it’s becoming systemic within the industry, and they’re losing the confidence of the retailers, and that’s when it starts getting bad.”
He believes next summer will be a big indicator for the brand’s long-term success as it works to regain its once-cult following.
He also thinks a “rough winter” is looming for Bud Light, whose only saving grace is the “wholesalers” connections.
“They’re somewhat powerless to fix it, except to remain really active in their local communities, which they’ve done and which they’ve always done. And really, that’s kind of the only saving grace for that brand is those local connections that the wholesalers have,” he told the outlet.
“We’ve never seen anything like this in the beer industry.”
“I know that my community is feeling it, and I know that even our allies are feeling it,” she said after winning Breakout Creator at last month’s Streamy Awards. “You need to support trans people publicly and proudly.