Anheuser-Busch is set to air three new Super Bowl ads totaling two and a half minutes, making it the largest alcohol beverage advertiser for the event. The commercials will feature Bud Light, Budweiser, and Michelob ULTRA, with the return of the iconic Clydesdales in one of the ads. Bud Light's ad will introduce a new character, while Budweiser's will showcase the Clydesdales in a message of resilience, and Michelob ULTRA's will feature soccer star Lionel Messi. The company aims to captivate the audience during the highly anticipated event, following a pivot from previous controversies.
Beer consumption in America hit its lowest point this century, with a significant decline in sales for major brands like Bud Light, which faced a boycott over its partnership with transgender influencer Dylan Mulvaney. The boycott, which was a reaction to perceived identity politics, exacerbated an existing trend of reduced demand for domestic premium beers. Anheuser-Busch, Bud Light's parent company, experienced a substantial drop in market value and sales as it grappled with the backlash and attempted to rebrand.
Beer consumption in the U.S. has dropped to its lowest level in decades, with traditional brands like Bud Light experiencing a decline as consumers shift towards other alcoholic options or abstain altogether. Despite the volume decrease, beer companies have maintained financial stability through higher prices and a pivot towards more expensive brands. The market is also facing challenges from a variety of new alcoholic products and a saturation of choices that may overwhelm consumers.
