In the beer industry, Coors is seizing an opportunity to land a punch at its competitor Bud Light, which has been floundering in the wake of a controversial social media partnership.

The company roped in Yellowstone star Cole Hauser, known as Rip Wheeler, to voice their new commercial celebrating 150 years of brewing.

The commercial was met with cheers from Hauser’s followers, many of whom took the opportunity to express their disdain for Bud Light.

Bud Light’s woes are linked to a partnership with transgender influencer Dylan Mulvaney, a move that sparked backlash and boycotts of the beer.

This controversial campaign, combined with a drop in April sales of a staggering 21%, has raised questions about Anheuser-Busch InBev (ABI), the parent company of Bud Light.

One Wall Street analyst noted, “The way this Bud Light crisis came about a month ago, management’s response to it and the loss of unprecedented volume and brand relevance raises many questions.”

This predicament is not limited to Bud Light. Other brands under the Anheuser-Busch umbrella, including Busch, Budweiser, and Natural, are also seeing declines.

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Meanwhile, their competitors – Miller, Coors, Yuengling, and PBR – are experiencing growth, some in double digits.

The timing of Coors’ new commercial, just weeks after Bud Light’s widely panned ad during the NFL Draft, is a clear signal that Anheuser-Busch is losing ground in the market.

The impact of Bud Light’s missteps extends to the company’s stock performance. Despite a year-to-date increase of more than 5.7%, ABI stock has declined over 4.8% this quarter, falling an additional 1.3% in Wednesday premarket trading.

HSBC analyst Carlos Laboy has downgraded the beverage stock to hold, citing “deeper problems than it admits.”

Further data from Bump Williams revealed a 21.4% drop in Bud Light sales the week before and a 26% drop in in-store sales for the week ending April 22.

Anheuser-Busch’s other brands are also feeling the pinch. Michelob Ultra has seen a 4.4% sales decline, while less prominent brands Natural Light and Busch Light have experienced declines of 5.2% and 1.8%, respectively.

In contrast, Budweiser rivals Miller Lite and Coors Light have reported sales increases, according to Beer Business Daily.

This growth is happening amidst the Bud Light backlash after partnering with transgender influencer Dylan Mulvaney.

Laboy questioned Anheuser-Busch’s strategy, asking, “If Budweiser and Bud Light are iconic American ideas that have long brought consumers together, why did these marketers fail to invite new consumers without alienating the core base of the firm’s largest brand?”

Bump Williams warned that Bud Light needs to act swiftly to correct these trends, as the summer season, which kicks off with Memorial Day, is a crucial sales period.

While ABI has challenges in the U.S., Laboy noted that strength in overseas markets is providing some support for the stock.

Nevertheless, it’s clear that in the battle of the beers, Coors is making the most of Bud Light’s stumble, reinforcing the adage that in business, timing is everything.

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