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Most of the industry had been anticipating Modelo Especial to overtake Bud Light in sales for some time, but the boycott accelerated the switch. [18] In early June, Modelo Especial topped Bud Light as America's largest selling beer by revenue, [96] [19] after Bud Light had held the spot for 20 years. [18]
Bud Light, formerly the top-selling beer in the United States, has had a tough year since a boycott upended the industry. It’s only getting worse: The brand has now fallen into third place.
Anheuser-Busch InBev beer, Michelob Ultra, also brewed by Anheuser-Busch InBev, has surpassed Bud Light in its share of draft lines, marking an end to several decades of dominance
Nearly nine months after Bud Light was front and center in one of the biggest misfires in advertising history, sales of the beer are still down 30% weekly compared to the same time a year ago.
Bud Light long ago lost the crown of the top-selling beer at retail stores. Now it has slipped out of the leadership position in a field that could be even more important: Tap sales.
The world’s largest brewer may have lost as much as $1.4 billion in sales because of the backlash to its brief partnership with a transgender influencer to promote Bud Light beer.
The controversy toppled Bud Light from its position as America’s best-selling beer for more than two decades. In June, it dropped to second place in U.S. retail sales behind Modelo Especial.
"Bud Light will permanently lose about 15-20% of its volume, after which declines will resume at about the average rate of the prior 10 years," Ottenstein wrote in a note on Wednesday.