Anheuser-Busch is attempting to quell the backlash against Bud Light following the Dylan Mulvaney TikTok video controversy, which has dramatically and negatively impacted the beer’s sales.

In an effort to reassure wholesalers, the brewery sent out a letter clarifying the circumstances surrounding the video featuring a trans-identifying influencer and a custom Bud Light can.

The video showed Mulvaney celebrating a 365 days of “being a woman” with a Bud Light can bearing his likeness.

The brewery stressed that the custom can was a one-off, stating, “This was one single can given to one social media influencer. It was not made for production or sale to the general public. This can is not a formal campaign or advertisement.”

According to the St. Louis Dispatch, Grey Eagle, a distributor of Anheuser-Busch products, forwarded the brewery’s letter to retailers, bars, and restaurants.

Grey Eagle’s cover letter emphasized that Anheuser-Busch “did not intend to create controversy or make a political statement.”

It further explained that an external agency provided the can in question without the knowledge or approval of Anheuser-Busch management.

Grey Eagle’s letter also revealed that Anheuser-Busch had addressed the lack of oversight in marketing decisions and appointed a new vice president of Bud Light marketing.

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Robert Lachky, former chief creative officer at Anheuser-Busch, spoke with the Dispatch about the potential fallout from such controversies.

He noted that entering the realms of politics or religion could alienate a significant portion of the target audience, adding, “In the end, people don’t like getting preached to, especially when it comes to drinking beer.”

Lachky, who left Anheuser-Busch shortly after Belgian company InBev acquired it in 2008, expressed concern about the brewery’s foreign marketers not understanding American consumers.

He criticized the current marketing team, suggesting they lacked familiarity with American cultural events such as NASCAR races, football games, and rodeos.

Lachky labeled this as “marketing incompetence.”

As the boycott and negative publicity continue to affect the company’s wholesaler network, which includes numerous family-run businesses, Anheuser-Busch is reportedly offering a free case of beer to every employee within that network.

This move could be the brewery’s last-ditch effort to offload a product that customers are increasingly rejecting.

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