Pennsylvania beer company Yuengling took aim at Bud Light on Friday, shortly after their rival's CEO apologized for the 'divisive' decision to partner with transgender influencer Dylan Mulvaney. The tweet came in response to a post from the Bud Light Twitter account featuring a frosty can of its classic brew and captioned "TGIF?" This post immediately attracted negative comments but saw an unprecedented 11.1 million views and 25,000 comments.
"Yuengling has always been about bringing people together and celebrating our differences," said Richard Yuengling Jr., President of D.G. Yuengling & Son Inc. "We believe that everyone should be treated fairly and respectfully, regardless of their background or beliefs."
Bud Light's recent collaboration with TikTok star Dylan Mulvaney was met with mixed reactions from the public, angering some feminists and conservatives over her claims while others praised the partnership as progressive marketing move.
In contrast, Yuengling's recent tweets have garnered less than a million views each. A popular tweet from late last month promoting the brand's March Madness sweepstakes received just 1.2 million views.
Marketing analysts expressed confusion over Bud Light's choice to collaborate with a transgender activist like Mulvaney. James Thompson, Marketing Strategist at Beer Insights LLC stated:
"It is certainly an unorthodox approach by Bud Light to target this particular market segment; however, it appears that they are trying to push boundaries and appeal to younger consumers who embrace inclusivity."
Following backlash surrounding the partnership controversy between Budweiser’s sister brand --Budlight--and Dylan Mulvany-, Anheuser-Busch released a patriotic new ad featuring its iconic Clydesdale horse for its other well-known label --Budweiser--, attempting to refocus attention on their long-standing nationalistic image.
As the situation continues to unfold, it remains unclear what the next steps will be for Bud Light and its marketing strategy. Meanwhile, Yuengling continues to position itself as a unifying force in an increasingly polarized industry.