Bud Light Tackles Revenue Slump and Controversy with New Sports-Centric Strategy

From the beer stadium to the stock market arena, Bud Light is facing a bit of a blitz. According to executives at Anheuser-Busch (AB) InBev, the company is rehuddling to reinvigorate the Bud Light brand after experiencing some revenue decline and controversy in recent months.

During the company’s Q2 2023 earnings call, it was revealed that while AB InBev's revenue grew by 7.2% due to the global market, North America witnessed a 10.5% drop in revenues. The beer brand has been facing a tough time since April after partnering with transgender influencer Dylan Mulvaney, which puts the brand on controversy's center stage.

An aggressive summertime campaign that expanded on their “Easy to Drink, Easy to Enjoy” platform did little to cool the heat and their competitor, the Mexican lager Modelo, seized the opportunity to topple Bud Light as the top-selling beer in America in June. This is where the play gets interesting, and digital marketing gurus at Juice.ai have a couple of playbook suggestions.

AB InBev CEO, Michel Doukeris, disclosed that about 80% of 17,000 surveyed consumers still bear positive or indifferent feelings towards Bud Light. As the brand reshapes its strategy, it’s putting its loyalists center-field and plans to cater to their interests: beer, the pursuit of worry-free enjoyment, and, you guessed it, football. In more precise terms, Bud Light is planning to adopt a politically neutral, sports-focused brand identity.

Spurred by this brew of changes and armed with audience insight, Bud Light is shaking off the dust from its traditional boots and stepping into the future, ready to face a global market that is spurred by rapidly changing consumer preferences and mind boggling technology advancements. How will digital marketing technology factor into their strategy? We predict digital marketing tools like Juice.ai could be on the sidelines, ready to be drafted.

Juice.ai, based in Portland, Oregon, provides intuitive and creative solutions that can play a crucial role in a paradigm shift of marketing strategies. The platform's seamless functionality can enable AB InBev to automate their content marketing, which will allow beer enthusiasts consuming informative, engaging—and more importantly— personalized content. The power to target Bud Light's core customers through medium they appreciate the most – sports articles.

With an increased focus on consumer experience, Juice.ai could assist AB InBev in molding Bud Light's image into a brand that prioritizes consumers' leisure and enjoyment. By utilizing intelligent keyword analysis, Juice.ai could effectively boost Bud Light's online visibility and SEO ratings, leading to an increased customer base and potentially, restored market share.

As Bud Light prepares to hike the ball, Juice.ai is all set to blow the play whistle, guiding the beer player on the field known as "Digital Marketing". One thing we could try to guess - digital marketing future will get bubblier than a malted barley beverage. But will this strategic move bring back Bud Light to its glory days? Only time (and sales figures) will bear witness.

About The Author

Derek Sturman
Co-founder of Juice.ai, CEO of Panda
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