Bud Light tries for a comeback with a focus on sports and concerts

Anheuser-Busch will focus its marketing on events like football and concerts, which it has targeted often in the past, as it looks to lift lagging sales of Bud Light.

The company revealed part of its strategy to boost Bud Light as it reported third-quarter earnings that beat Wall Street expectations.said it will concentrate its marketing on sporting and music events as it tries to reverse falling sales of its flagship beer Bud Light in the face of conservative backlash in the U.S.that beat expectations. The company’s revenue fell nearly 14% from July to September in the U.S., its largest market, as Bud Light sales sank.

Anheuser-Busch is now trying to turn around the brand’s fortunes by marketing Bud Light through platforms it considers uncontroversial. The beer is focusing on outlets such as the NFL, college football, the country music festival Stagecoach and Folds of Honor, a nonprofit organization which provides scholarships to military families.for the Ultimate Fighting Championship with a six-year marketing partnership. The sponsorship deal is “well into the nine figures,” and the largest in the mixed martial arts promotion’s history, CNBC previously reported. headtopics.com

“While beer will always be at the table when important topics are debated, the beer itself should not be the focus of the debate,” he said.amid the boycott. Additional backlash about how the company responded to the boycott contributed to lower sales earlier this year.

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