The company plans to provide financial assistance to its wholesalers, reimburse fuel for distributors’ trucks and launch a new ad campaign for Bud Light next week, A-B CEO Brendan Whitworth wrote in a letter Thursday. “We recognize that over the last two months, the discussion surrounding our company and Bud Light has moved away from beer, and this has impacted our consumers, our business partners, and our employees,” Whitworth said.
Damage was so severe that Bud Light, which is typically the top-selling beer in the United States, lost its place for May to Modelo Especial. A-B is providing financial support based on the extent to which sales have fallen, according to Beer Business Daily, an influential beer trade newsletter. Some distributors will get between 20 cents to 50 cents back per case depending on how severe sales slipped, Beer Business Daily said.