<p style="font-weight: 400;">Anheuser-Busch, which has seen sales of <a href="https://www.dailywire.com/news/bud-light-parent-company-taps-lobbyists-to-win-back-conservatives-upset-over-dylan-mulvaney-partnership" target="_blank" rel="noopener">Bud Light</a> nosedive since it teamed up with trans-identifying influencer <a href="https://www.dailywire.com/news/megyn-kelly-torches-dylan-mulvaney-for-complaining-companies-just-want-him-to-check-a-box" target="_blank" rel="noopener">Dylan Mulvaney</a> for an ill-fated endorsement deal, is reportedly offering a <a href="https://www.dailymail.co.uk/news/article-12042215/Bud-Light-offers-FREE-beer-wholesale-employee-begs-forgiveness-Mulvaney-row.html" target="_blank" rel="noopener">free case of beer</a> to every employee of its wholesaler network.</p>
<p style="font-weight: 400;">In-store sales of Bud Light plummeted 26% in the week ending April 22 after plunging 21% the previous week and 11% the week before that, according to Bump Williams Consulting, which specializes in the alcohol industry. The marketing blunder, which included a custom can bearing Mulvaney&#8217;s picture, has gutted what was the nation&#8217;s top-selling beer brand.</p>
<p style="font-weight: 400;">“Right now their compass is completely broken,” Bump Williams, the founder of the firm, said of Anheuser-Busch. “There&#8217;s no game plan.” He added that without a plan to reverse the public relations disaster, “Bud Light is in serious trouble this year.”</p>
<p>The <a href="https://www.wsj.com/articles/bud-light-maker-offers-distributors-free-beer-more-ad-spending-after-dylan-mulvaney-backlash-14efac22" target="_blank" rel="noopener">giveaway</a> may just be the only viable plan to get rid of a product that customers are rejecting. The company&#8217;s wholesaler network, which consists of <a href="https://www.dailywire.com/news/bud-light-marketing-vp-talks-about-updating-fratty-image-with-inclusivity-before-mulvaney-partnership">many family-run businesses</a>, has been hurt by the disastrous PR stunt and the boycott that has followed.</p>
<p style="font-weight: 400;">Williams said that Alissa Heinerscheid, the vice president of marketing at Bud Light who was responsible for the Mulvaney fiasco, had missed the mark with her approach.</p>
<p style="font-weight: 400;">“Her big miss was I don&#8217;t think she understood who the core Bud Light shopper was,” Williams told the <a href="https://www.stltoday.com/business/local/bud-light-sales-continue-to-plummet-after-transgender-marketing-controversy/article_cb4df8c2-e83f-11ed-b255-f3f68e1f98f4.html" target="_blank" rel="noopener">St Louis Post-Dispatch</a>. “When she came out with her comments, they were deemed as being derogatory, insulting and juvenile. And the Bud Light drinkers said, enough of that.”</p>
<p>Bar and store owners have reported that customers want <a href="https://www.dailywire.com/news/it-was-well-deserved-matt-walsh-reacts-to-bud-light-beatdown-gives-a-key-piece-of-advice" target="_blank" rel="noopener">nothing to do with Bud Light</a>.</p>
<p style="font-weight: 400;">“I also think that what&#8217;s happening now is that anybody that is a Bud Light drinker and switches to Michelob Ultra because they don&#8217;t want to be seen holding a Bud Light, someone down the bar is going to say, &#8216;Hey, buddy, that&#8217;s an Anheuser-Busch product you&#8217;re holding,&#8217;” Williams said.</p>
<p style="font-weight: 400;">Heinerscheid  has since taken a leave of absence, replaced by Todd Allen, the Budweiser global marketing vice president, Anheuser-Busch InBev <a href="https://adage.com/article/marketing-news-strategy/bud-light-dylan-mulvaney-brands-marketing-leadership-undergoes-changes/2489431" target="_blank" rel="noopener">told Ad Age</a>.</p>
<p style="font-weight: 400;">“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics,” the company said in a statement. “From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”</p>

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SOS: Anheuser-Busch Now Sending Free Beer To Every Employee Of Wholesaler Network: Report