Introduction: A former executive at Anheuser-Busch has expressed surprise at the financial losses the company has faced since teaming up with transgender influencer Dylan Mulvaney in April. Criticism has been directed towards CEO Brendan Whitworth for his response to the crisis. The former executive believes that a lack of effective communication has hindered the company’s ability to address the situation.

Read More: Financial Losses and Lack of Response: Anson Frericks, the former president of operations at Anheuser-Busch, was taken aback by the extent of the company’s financial losses following the partnership with Dylan Mulvaney. He was particularly surprised by the absence of a clear response from CEO Brendan Whitworth during this crisis. Frericks argued that Whitworth missed several opportunities to win back customers, including the crucial Fourth of July weekend, which is known for high beer sales.

Missed Opportunity to Address the Mistake: In a late June interview, Whitworth acknowledged the ongoing social conversation but declined to comment on whether partnering with Mulvaney was a mistake. Frericks criticized Whitworth’s response, stating that he should have taken responsibility and acknowledged the negative impact on the company’s market value and brands. By directly addressing the mistake, Frericks believed that Anheuser-Busch could have taken steps towards recovery.

Read Also: Competition and Brand Identity: According to Axios, Modelo Especial surpassed Bud Light as the best-selling beer in the United States in May. Frericks highlighted the importance of a clear vision for the company and its brand. He argued that Bud Light’s strength lay in its apolitical nature, focusing on sports and music to unite people. Frericks saw the Mulvaney campaign as a deviation from Bud Light’s fundamental values and called for a return to the elements that made the brand successful.

Clarifying Direction and Brand Identity: Frericks suggested that Bud Light could potentially follow the example of Ben & Jerry’s, a brand known for aligning with specific political initiatives. He acknowledged that Bud Light had not previously been involved in such controversies, which led to customer dissatisfaction. Frericks urged the company to clarify its direction and decide whether it would engage in political issues or return to its traditional image as a beer enjoyed at football games, free from contentious debates.

Rebuilding Trust and Strategic Leadership: The financial losses and the response to the Mulvaney partnership have raised concerns among industry observers. Calls have been made for Anheuser-Busch’s leadership to adopt a more strategic and transparent approach in order to rebuild trust and regain customer loyalty. The company’s future success may depend on its ability to effectively address these challenges and develop a clear vision for its brand moving forward.