Anheuser-Busch’s marketing chief resigns after poor Bud Light sales

by: Miranda Nazzaro, the hill

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(the hill) – Anheuser-Busch’s head of marketing will step down at the end of the year, a decision that comes months after Bud Light brand sales dipped following the company’s controversial partnership with a transgender influencer. Ta.

Benoit Garbe, Anheuser-Busch’s U.S. chief marketing officer, will step down at the end of the year “to embark on a new chapter in his career,” an Anheuser-Busch spokesperson said in a statement.

Kyle Norrington, the company’s U.S. chief commercial officer, will “oversee and be fully committed to all aspects of our marketing efforts.” The other two sales leaders will now report directly to Anheuser-Busch CEO Brendan Whitworth, a spokesperson said.

Whitworth explained that the changes will “reduce layers” within the organization.

“This change in senior leadership positions us as we continue to focus on what we do best – brewing great beer for everyone and earning our spot in the moments that matter – and our return to growth. “It will accelerate the pace of growth,” Whitworth said.

Earlier this year, Bud Light’s 2017 partnership with transgender influencer Dylan Mulvaney featured her posing with a personalized Bud Light can. Sales took a hit.

The partnership prompted criticism and calls for a boycott from conservatives in April, with Mulvaney supporters and LGBTQ advocates calling Anheuser-Busch. didn’t do enough To protect the partnership.

As soon as May begins, Bud Light fell off the spot. It became the best-selling beer in the United States for the first time in more than 20 years.

In the second half of July, the company announced The company will lay off about 2 percent of its workforce, or about 360 people.

https://www.wtrf.com/news/anheuser-busch-marketing-head-stepping-down-after-bud-light-sales-slump/ Anheuser-Busch’s marketing chief resigns after poor Bud Light sales

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