Bud Light parent says US market share stabilizing after transgender promotion cost sales

Bud Light’s parent company expressed confidence Thursday that its U.S. market share has stabilized after a promotion with a transgender influencer cost it sales.

Still, the Bud Light saga has been a costly one for the brewer. In June, Bud Light lost its place as America’s best-selling beer after more than two decades, slipping into second place behind Mexican lager Modelo Especial. InBev also owns Modelo, but in the U.S. the brand is imported and sold by Constellation Brands.In the month ending July 22, Bud Light’s U.S. retail sales were down 26% compared to the same period a year ago, according to Nielsen data compiled by Bump Williams Consulting.

“One, they want to enjoy their beer without a debate. Two, they want Bud Light to focus on beer. Three, they want Bud Light to concentrate on the platforms that all consumers love, such as the NFL and music,” he said. “We are taking the feedback and working hard to earn our consumers’ business.”

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