Bud Light’s Dylan Mulvaney Controversy: A Stark Warning for Brands
Corporate Pressure and Brand Authenticity
Former Anheuser-Busch executive Anson Frericks has publicly criticized his former employer’s partnership with transgender influencer Dylan Mulvaney as “not an authentic partnership at all.” After working at the company for over a decade, Frericks departed when he observed a fundamental shift in corporate values that prioritized diversity, equity, and inclusion (DEI) policies over maintaining the brand’s authentic connection with its core customers.
“I joined a company that I thought was a great meritocracy, and then I saw the company really change, especially after 2020, 2021, when the DEI movement was really gaining steam,” Frericks explained in a recent interview. The executive specifically pointed to pressure from organizations like the Human Rights Campaign and asset management firms promoting environmental, social, and governance (ESG) policies as key factors driving Bud Light’s controversial marketing decisions.
Devastating Market Consequences
The backlash against Bud Light was swift and severe following the April 2023 partnership with Mulvaney, which featured the influencer’s face on custom beer cans. Sales plummeted nearly 30% year-over-year by January 2025, and the brand lost its position as America’s best-selling beer to Modelo.
Public figures like Kid Rock dramatically expressed their disapproval, with the musician posting a viral video of himself shooting cases of Bud Light with a rifle. The controversy led to two Anheuser-Busch marketing executives being placed on leave, while CEO Brendan Whitworth issued a statement that many criticized for failing to address the partnership controversy.
Recovery Efforts and Future Outlook
Bud Light has attempted to rehabilitate its image through traditional marketing approaches that reconnect with its core audience. The brand became the official beer sponsor of the UFC and released a well-received Super Bowl advertisement featuring comedian Shane Gillis and musician Post Malone.
Frericks believes more drastic measures may be necessary for Bud Light to fully recover its market position. He suggests the company needs to issue a formal apology to customers and possibly find American ownership to replace InBev, which he claims lacks an understanding of American values and culture.
The former executive summarized the situation with a simple analogy: “Don’t put avocado on the burger.” This straightforward advice encapsulates his belief that Bud Light abandoned a successful formula by trying to adopt social positions at odds with its established brand identity and customer base.
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