The formerly apolitical beer brand, Bud Light, has plunged headlong into the divisive world of politics, and it’s putting the future of the company at risk. Former President of Operations at Anheuser-Busch, Anson Frericks, has called out current CEO Brendan Whitworth for his disastrous leadership that has led to plummeting sales and hundreds of layoffs. Frericks argues that instead of sacrificing the hardworking rank-and-file, the company should have given Whitworth the boot.
“It’s easy for consumers to switch because everywhere you have a Bud Light you have Miller Lite, Coors Light, etc.” Anson Frericks why the bud light boycott has been success. | @SeanDuffyWI @dagenmcdowell pic.twitter.com/J5uVWttdpG
— The Bottom Line (@BottomLineFBN) July 27, 2023
The trouble started after Whitworth’s humiliating partnership with transgender influencer Dylan Mulvaney led to a significant crash in Bud Light’s sales. But instead of admitting his mistake, Whitworth doubled down, defending the layoffs, stating that it was all part of the company’s “future long-term success.” It was a decision that Frericks rightly criticized as myopic.
Frericks argues that the company’s top brass should be held accountable for the current crisis. He contends that Anheuser-Busch has shifted its priorities from financial issues to political ones, much to the dismay of investors and consumers alike. According to Frericks, every CEO has a fiduciary obligation to their shareholders, not to the stakeholders in the organization who are pushing different agendas. He notes that Anheuser-Busch has become embroiled in a political situation it should have avoided, which will undoubtedly lead to more pain down the line.
The Bud Light boycott has been successful, says Frericks, with customers abandoning the brand in droves. It was a brand that once brought people together, but now it’s driving them apart. Frericks notes how by the time he left the company, the focus had shifted to endless reports on DEI and ESG, but none of it translated into profitability. Consumers want a beer brand that offers continuity, not one that wades into divisive territory that alienates its customer base.
Frericks warns that the upcoming shareholder call will be a challenging one for Whitworth, with tough questions about his plan to turn things around. It seems that even though the CEO is accountable for the organization’s results, Whitworth is in a state of denial when it comes to acknowledging the damage his decisions have caused. Consumers have alternatives, Frericks notes, and it’s easy for them to switch from Bud Light to Miller Lite or Coors Light. It’s a level of complacency that smacks of arrogance.
In conclusion, Anheuser-Busch needs to refocus on what it does best, which is selling beer. By attempting to become a player on the political stage, the company has alienated its customer base and put its future in peril. Instead of laying off hardworking people, the company should have given Whitworth the boot and gone back to doing what made Bud Light great in the first place. Unless the company learns from its mistakes, it’s difficult to see how it can recover from the disastrous course it has set itself upon.
