The saga of the "woke" beers trudges on as all-American beer maker Anheuser-Busch InBev (BUD) makes another non-confrontational move to appease a vocal portion of its consumer base. The company's famous Bud Light beer has been on the receiving end of a boycott thanks to a promotional ad featuring transgender TikTok celebrity Dylan Mulvaney.
In the wake of the controversy, Anheuser-Busch has been eager to distance itself from the issue entirely. The company said it plans to spend a pretty penny to fund a new marketing campaign focused on events like concerts and sports games. And now, apparently, Bud Light is looking to win back its audience by associating the brand with one of America's other favorite pastimes.
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Budweiser and Bud Light aluminum bottles are reportedly being redesigned with a special camouflage print, a pattern usually associated with sport hunting. According to The New York Post's source, the cans will also feature images of the “Folds of Honor” scholarship program, which helps fund education for families of fallen and disabled US military and first responders.
Despite a conservative boycott and rainbow-washing criticisms from LGBTQ advocates, Anheuser-Busch's overall injuries have been mild.
"With respect to the current situation and the impact of Bud Light sales, it is too early to have a full view -- Bud Light's volume decline ... would represent around 1% of our overall global volumes for that period," explained Anheuser Busch CEO Michael Doukeris during an investor call.
Still, as the Bud Light backlash has started to wane, the "anti-woke" mob has targeted the company's competitor, Molson-Coors's (TAP) Miller Lite, and a two-year-old commercial highlighting aimed at empowering women.
