Former Anheuser-Busch Executive Criticizes Bud Light’s Attempted Comeback

Bud Light Hasn’t ‘Done A Good Job’
Anson Frericks, a former president of operations for Bud Light’s parent company Anheuser-Busch, told Fox Business that the brand is having difficulty winning back consumers because Anheuser-Busch has not asked the customers “to come back to them.”
“They haven’t done a good job of climbing out of this ditch at all,” Frericks said. “You still have sales that are down 30% week over week, and that’s despite them last summer spending three times their planned marketing budget on Bud Light.”
Watch him talk more about this in the video below.
Mulvaney Partnership ‘Was A Mistake’
Last summer, Frericks admitted that Bud Light made a “mistake” in teaming up with Mulvaney.
“[Bud Light] was the largest brand in the U.S. because it was remarkably apolitical,” he stated. “It was always about sports, it was always about music, it was about bringing people together. That’s why it was a mistake that they did this campaign in the first place because they were unable to come out.”
“This campaign was a mistake,” Frericks continued. “Anheuser-Busch will not be doing campaigns like this moving forward. We’ll get back to the things that bring everybody together. Hopefully that can protect the jobs at Anheuser-Busch, jobs at wholesalers and get this company back growing in the right direction.”
Frericks concluded by calling on Anheuser-Busch executives to “harken back to what Bud Light always was, which is a great beer that was great to drink at football games and didn’t necessarily become part of the debate.”

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