Anheuser-Busch Inbev said Tuesday that revenue growth in most of its global regions was offset by a drop in North American sales, in a sign of continuing fallout from a promotion with a transgender influencer that cost it sales.

The world’s largest brewer and parent company of Bud Light said adjusted earnings for the latest quarter rose 4.1% to $5.4 billion on revenues that climbed 5% to $15.6 billion.

Revenue in the United States for the July-September period, however, tumbled 13.5%. AB InBev, based in Leuven, Belgium, noted that sales to retailers were down “primarily due to the volume decline of Bud Light.”

Bud Light sales plunged amid a conservative backlash after the brand sent a commemorative can to transgender influencer Dylan Mulvaney in early April.

  • Ensign_Crab@lemmy.world
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    1 year ago

    This is gonna be in PR textbooks one day, if it isn’t already. It’s a shining example of what not to do in the face of a moral panic.

    • RGB3x3@lemmy.world
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      1 year ago

      I’m almost certain the best move in the face of moral panic is to stay the course.

      Acquiesce to the bigots and you piss off your supporters too.

    • cricket97@lemmy.world
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      1 year ago

      it’s a picture perfect case of how not to market towards your target audience. not anything to do with “moral panics”