Former Anheuser-Busch President Anson Frericks reacts to Bud Light sales continuing to fall after the transgender ad controversy on ‘The Evening Edit.’
Anheuser-Busch is reportedly planning a major marketing push for Bud Light as the beer giant scrambles to recover after the brand's partnership with transgender influencer Dylan Mulvaney prompted a boycott from conservative drinkers.
Bud Light has faced intense backlash from longtime customers over its recent campaign with transgender activist Dylan Mulvaney. (Instagram / Fox News / File / Fox News)
Benj Steinman, editor of Beer Marketer's Insights, told the New York Post that Anheuser-Busch executives informed distributors this week in a closed-door meeting in Washington, D.C., that the company will "spend heavily on the brand after spending fell off a cliff last year."
BUD LIGHT'S DYLAN MULVANEY CAMPAIGN AN ‘EPIC MARKET FAIL’: DAVID JOHNSON
According to the Post, Steinman wrote in a letter to clients Wednesday that the company "did promise to spend lotsa dough on Bud Light [marketing] this spring and summer, starting with big push this week for the NFL draft."
Bud Light is reportedly planning a major ad blitz following backlash over the brand’s partnership with trans activist Dylan Mulvaney. (Jason Kempin / Getty Images for Bud Light / Getty Images)
Bud Light remains embroiled in controversy after the brand sent Mulvaney a personalized pack of beer with her likeness as part of an ad for the company's March Madness contest and to celebrate a year since Mulvaney began identifying as a woman.
ANHEUSER-BUSCH ‘HELD SOCIAL KNIFE’ TO RESTAURANT, BAR OWNERS' HEADS: JOE PENOVICH
After the partnership went viral, Anheuser-Busch lost some $5 billion in market value amid calls for a nationwide boycott, and bars and distributors across the country reported significant drops in Bud Light sales.
Is Bud Light’s brand damage reversible?
Former Levi’s executive Jennifer Sey discusses Budweiser’s patriotic ad release after Dylan Mulvaney partnership controversy on ‘The Bottom Line.’
GET FOX BUSINESS ON THE GO BY CLICKING HERE
The backlash led the brand to shake up its marketing team, and Anheuser-Busch CEO Brendan Whitworth published a lengthy statement hoping to tamp down the animosity aimed at Bud Light and its parent company.
Fox News' Timothy Nerozzi contributed to this report.