2023 was a rough year for Anheuser-Busch.
The company lost billions of dollars in a boycott that ended Bud Light’s long-held reign as America’s best-selling beer.
And now Bud Light has just announced a new partnership with the last comedian anyone could have ever predicted.
Executives at Anheuser-Busch made a massive mistake in February of 2023 by entering Bud Light into a sponsorship with transgender influencer Dylan Mulvaney.
In honor of his “365th day of being a woman,” Bud Light sent Dylan Mulvaney a six-pack of custom-designed cans featuring his image.
Bud Light drinkers reacted with fury when Mulvaney posted the photo of the can on social media and thanked the company for supporting his 365th day of living as a woman.
The sponsorship decision destroyed Bud Light’s image among the public and led to a massive nationwide boycott against all Anheuser-Busch products.
Anheuser-Busch lost billions of dollars, and Modelo Especial knocked Bud Light off its long-held spot as the top-selling beer in the country.
Of course, Bud Light executives have been desperately trying to regain the support and trust of its lost customer base.
UFC President Dana White recently announced that Bud Light was the new official sponsor of the UFC.
“UFC announced Bud Light will be its official beer as part of a partnership with Anheuser-Busch following months of controversy surrounding the beer brand that erupted earlier this year,” Fox News reported. “The mixed martial arts organization revealed Tuesday it struck a multiyear deal with the beer giant involving the Bud Light brand having a heavy presence in UFC’s content in its broadcasts and online beginning in 2024.”
Music legend Kid Rock, who essentially kicked off the boycott by blowing up cases of Bud Light with a machine gun in a video he posted to social media, also had a change of heart and is now one of the company’s biggest fans.
In an interview with Tucker Carlson, Rock said he had forgiven Bud Light.
“So, do I want to hold their head underwater and drown them because they made a mistake?” Rock said. “No, I think they got the message.”
He also told Sean Hannity, “As a God-fearing man, as a Christian, I have to believe in forgiveness.”
And Bud Light executives just made another move that shows they are desperately trying to regain the lost customer base.
Shane Gillis is a comedian who was canceled from his role on Saturday Night Live in 2019 over past jokes where he allegedly used slurs against Asians and gays.
And Bud Light just announced a partnership with Gillis.
“Welcome to the team @shanemgillis, excited to be a part of your 2024 tour,” the company wrote on Instagram.
“Excited to announce a partnership with Bud Light #budlightpartner,” Gillis responded.
Gillis is a close friend of popular podcaster Joe Rogan.
He’s one of the most anti-woke, anti-cancel culture comedians on the planet.
And the fact that Bud Light sponsored him only shows how much the boycott impacted their bottom line.