STATEN ISLAND, N.Y. — How are Bud Light sales these days in the borough’s bars and markets?
For the most part, they’re down, according to 16 owners in various neighborhoods who responded to a casual survey on the subject. They report most patrons shook off the brand entirely, along with other beers from parent company portfolio.
Bud Light sparked controversy on April 1 when it debuted a partnership with Dylan Mulvaney, a transgender social media influencer who gained fame from her transitioning chronicle dubbed “365 days of girlhood.” A marketing campaign kicked off with her tweet captioned “TGIF?” which subsequently blew up with over 32,000 comments slamming the collaboration.
Further fueling uproar, Bud Light’s then-Vice President Alissa Heinerscheid’s had insulted the brand’s demographic in an interview with Kristin Twiford’s Make Yourself at Home podcast aired in late March. Heinerscheid offered on the decision to use Mulvaney, “Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.”
Subsequent fallout resulted in a boycott of the product. Additionally, two executives at brewer Anheuser-Busch took leaves of absence, Heinerscheid included, as per multiple sources including the New York Times, the latter which explored backlash behind the transgender influence.
Beverage Island in Rosebank has seen an uptick in its Narragansett American Lager inventory and beers with a similar taste profile to Bud Light. (Staten Island Advance/Pamela Silvestri)
BEER SHAMING
Rosemarie Saladino of Marina Cafe in Great Kills said not only did sales of the stuff tank two months ago, but the rare partakers of the product these days find themselves “reamed” by fellow patrons.
Ralph Tafuri of Ralph’s Sports Bar explained, “We still carry the product. It was by far our top-selling beer. But after the [April] promotion our sales dropped off. Unfortunately mixing politics and business is not a good move. Our guests are very passionate and some say they will never switch back.”
Kumal Hosein of Beverage Island in Rosebank said, “Sales have definitely been down. Of course we still sell Bud Light but it has gone down in the last two months.” The retail manager said he estimates a similar dip in numbers for two other store locations under shared ownership, Champ Beverage of Grant City and Willowbrook Beverage of Castleton Corners.
Hosein shared that it’s hard to tell whether or not customers are outright boycotting Bud Light. He added, “They don’t announce it. Bud still sells. But people also are looking for an alternative light beer — Michelob Ultra, some Coors Light....Miller Lite, Miller High Life. And we do have Narragansett — it’s been selling really good.”
Michelob Ultra is an Anheuser-Busch brand whereas Molson Coors Beverage Company owns the Miller and Coors lines. Narragansett is an American Lager from Rhode Island, a brewery established in 1890.
Ralph's Sports Bar owner Ralph Tafuri said of his Bud Light situation, “We will always go with what the market dictates. So for now we are sitting on inventory and will see what the future dictates." (Staten Island Advance/Pamela Silvestri)
LINGERING NEGATIVE CONNOTATION
In Eltingville, Holiday Beverage owner Wayne Roccaro explained the current Bud Light situation in his 25-year old store.
“Even though Bud is just slightly off and Michelob Ultra is up for the summertime I think there is now a negative connotation on Bud Light. Even our North Shore wholesale accounts have decreased in Bud Light sales. As the weather warms we will be able to tell whether Bud Light seltzers have diminished in demand, although I predict Bud Light seltzers will not decrease. At the same time, our Miller Lite sales have increased wholesale and retail both in bottle and draft.”
Without naming the establishment, Roccaro admitted one of his Island clients is still banging with Bud Light sales, although served in pitchers as opposed to the bottle.
“People don’t want the backlash,” said Roccaro.
There is one bar, however, serving Bud Light proudly — literally with a Pride tap handle in honor of June Pride Month — Cargo Cafe in St. George. Owner Michael Musto said sales are brisk at his “alternative” establishment.
“It enhances our Thursday night live jazz night and makes Friday karaoke even more fun!” Musto said with a chuckle.
Tafuri echoed the sentiment emphasizing his own busy entertainment lineup for June at Ralph’s. Although the Bud Light brouhaha lingers, he said, “We will always go with what the market dictates. So for now we are sitting on inventory and will see what the future dictates. And I hate to use the word ‘never’...”
Pamela Silvestri is Advance Food Editor. She can be reached at silvestri@siadvance.com.