That's according to data from Nielsen IQ via Bump Williams Consulting, Newsweek and Seeking Alpha. That would be the largest such drop since the week ended April 1.
What does ABI say now? "For the year, Bud Light remains the No. 1 brand in the U.S. nationally in volume and dollar sales." Of course it does, and that's correct. The year began Jan. 1 while the boycott over the Dylan Mulvaney influencer video didn't start until early April.
As we reported earlier, Bud Light has lost its top spot as the No. 1 U.S. beer in terms of market share. In the four weeks to June 10, Modelo Especial (Constellation Brands) had 8.4% of the market in terms of revenue while Bud Light had 7.2% share. In terms of volume, however, Bud Light had a 10.7% share.
The latest numbers show some of A-B's other brands continue to see sales hurt by the backlash against Bud Light: Budweiser's revenue fell 10.2%, Busch Light's fell 4.2% and Natural Light, 2.3%.
The impact the boycott is having on A-B's wholesalers became clearer with an SEC filing last Friday, when Brendan Whitworth, A-B CEO, said the company was taking "three important actions:"
"First, we are investing to protect the jobs of our frontline employees.
"Second, we are providing financial assistance to our independent wholesalers to help them support their employees,
"Third, to all our valued consumers, we hear you. Our summer advertising launches next week, and you can look forward to Bud Light reinforcing what you've always loved about our brand – that's its easy to drink and easy to enjoy."
Whitworth didn't provide details on how much the company was investing to protect jobs of frontline employees, nor of what it was doing for wholesalers and their employees.