A boycott of Bud Light, based on the brand's support of a transgender social media influencer, continues to be costly.
"The Bud Light brand itself is down about $86 million, year to date." Industry expert and consultant Bump Williams tells KMOX's Total Information AM, that's just retail sales and doesn't includes sales of Bud Light at venues.
Williams says the endorsement alienated core consumers and ignored another important group of buyers, "the distributors who are Annheuser Busch's largest customer... ...they surprised the distributors and the distributor were caught off guard... what are we doing? We didn't know anything about this one."
Williams adds, he doesn't see sales recovering any time in the near future.
