Anheuser-Busch InBev's U.S. chief marketing officer is stepping down from the beverage giant after facing backlash over a promotion that resulted in a significant decline in sales of Bud Light, one of the company's key products.
Benoit Garbe, who joined Anheuser-Busch in 2021, will resign by the end of the year to pursue new opportunities in his career, according to a statement from the company. Following Garbe's departure, the brewery's marketing initiatives will be overseen by Kyle Norrington, the company's US chief commercial officer.
"These changes in senior leadership will expedite our return to growth as we continue to focus on our core strength of brewing exceptional beer for everyone and making our mark in significant moments," said Anheuser-Busch CEO Brendan Whitworth in the statement.
This development comes just a few months after some consumers launched a boycott against Bud Light due to its collaboration with transgender TikToker Dylan Mulvaney in April, which negatively impacted the sales of the popular beer. The boycott gained momentum when several conservative celebrities publicly criticized the brand for its decision to partner with Mulvaney for the promotion.
Musician Kid Rock Ends Boycott of Bud Light
In a recent interview with Fox News, musician Kid Rock announced that he is no longer supporting the boycott of Bud Light. In a viral video, Kid Rock had previously shot up several cases of the brew with a rifle to express his disapproval of the brand. However, he now wants to distance himself from cancel culture and boycotts that negatively impact working class people, including Anheuser-Busch workers.
"As a conservative and a patriot, I don't want to be associated with boycotts that ultimately hurt working class people who have no stake in this fight," Kid Rock stated.
According to beer tracker Bump Williams Consulting, Bud Light sales fell by 28% for the week ending June 24 compared to the same period last year. Meanwhile, competitors such as Yuengling Lager, Coors Light, and Miller Lite saw double-digit gains in beer sales during the same key summer month.
AB InBev, the parent company of Bud Light, also reported a 13.5% drop in its U.S. revenue per 100 liters during the third quarter of 2023, according to their financial statement.
