Bud Light Drops to Third Place in U.S. Beer Market

Bud Light, once America’s top-selling beer, has fallen to third place in the U.S. market, marking a significant shift in the beer industry landscape. According to recent NIQ data, for the four weeks ending July 6, Bud Light captured only 6.5% of beer dollar sales at retail stores, trailing behind Michelob Ultra at 7.3% and new leader Modelo at 9.7%.

This decline is the latest development in a challenging year for the brand, which began with a controversial boycott in April 2023. The boycott was sparked by a one-off sponsored Instagram post featuring transgender influencer Dylan Mulvaney, which drew criticism from conservative consumers. Bud Light’s subsequent response to the backlash also alienated some liberal consumers, compounding the brand’s troubles.

The longevity and impact of the boycott have surprised many industry observers. What started as a short-term reaction has evolved into a sustained decline in market share, allowing competitors to overtake the once-dominant brand. This shift underscores the growing influence of social and political issues on consumer behavior, even in industries traditionally considered apolitical.