Bud Light’s sales are still floundering months after its disastrous partnership with transgender TikTok star Dylan Mulvaney — and drinkers of America’s former top-selling beer are “just lost endlessly.”
“You see Bud Light still just stubbornly down around 30% in volume in comparison with last 12 months, which is where it’s been since May or June,” Beer Business Day by day publisher Harry Schuhmacher told Fox News Digital Friday.
“That tells me that that is quasi-permanent, meaning those consumers are only lost endlessly.”
Schuhmacher’s remarks come lower than a month after it was revealed the Anheuser-Busch InBev-owned company had won back 15% of its boycotting drinkers.
Bud Light — which lost its top spot to Modelo after the controversy — is down 26.9% in dollars and 30.3% in volume, he said, citing a study by Bump Williams Consulting.
The publisher believes it’s “likely” the corporate will proceed to see similar year-over-year declines for the “foreseeable future.”
![Dylan Mulvaney drinks bud light](https://nypost.com/wp-content/uploads/sites/2/2023/09/NYPICHPDPICT000032849749.jpg)
![Dylan Mulvaney drinks bud light](https://nypost.com/wp-content/uploads/sites/2/2023/09/NYPICHPDPICT000032849750.jpg?w=607)
“Not less than until April and May of 2024 once they lap the controversy,” Schuhmacher told Fox News Digital.
“I believe the industry thought it could have rebounded by now, however it hasn’t,” he continued.
“It’s actually worse than simply lost sales because now it’s attending to the purpose where it’s becoming systemic throughout the industry, they usually’re losing the boldness of the retailers, and that’s when it starts getting bad.”
He believes next summer can be an enormous indicator for the brand’s long-term success as it really works to regain its once-cult following.
He also thinks a “rough winter” is looming for Bud Light, whose only saving grace is the “wholesalers” connections.
![Bud Light sign crossed out.](https://nypost.com/wp-content/uploads/sites/2/2023/09/NYPICHPDPICT000032849500.jpg?w=1024)
![Dylan Mulvaney in a Bud Light campaign.](https://nypost.com/wp-content/uploads/sites/2/2023/09/NYPICHPDPICT000009448511.jpg)
“They’re somewhat powerless to repair it, except to stay really lively of their local communities, which they’ve done and which they’ve at all times done. And really, that’s type of the one saving grace for that brand is those local connections that the wholesalers have,” he told the outlet.
“We’ve never seen anything like this within the beer industry.”
The scandal exploded after Anheuser-Busch InBev sent Mulvaney a beer can along with her face on it to rejoice her 365th day of girlhood — a well-liked TikTok series that catapulted the 26-year-old into the mainstream.
The March Madness partnership, which saw Mulvaney post an ad of her wearing a purple bikini in a tub surrounded by her favorite beer, immediately set off critics, including Kid Rock, who filmed himself shooting cans in protest.
![August 27, 2023, Century City, California, United States: Chris Olsen and Dylan Mulvaney attend the 2023 Streamy Awards. 27 Aug 2023 Pictured: August 27, 2023, Century City, California, United States: Dylan Mulvaney attends the 2023 Streamy Awards. Photo credit: ZUMAPRESS.com / MEGA TheMegaAgency.com +1 888 505 6342](https://nypost.com/wp-content/uploads/sites/2/2023/09/NYPICHPDPICT000026892385.jpg?w=819)
The previous theater actor — who was invited to audition for the upcoming Broadway revival of “Cabaret” — called out the “extreme amount of transphobia and hate” she experienced since becoming an influencer.
“I do know that my community is feeling it, and I do know that even our allies are feeling it,” she said after winning Breakout Creator ultimately month’s Streamy Awards. “It’s essential support trans people publicly and proudly.
“I’m gonna go have a beer and…I really like ya.”