Comedian Shane Gillis will partner with beer brand Bud Light following a dismal year for the brand, according to a company post on Instagram.
“Welcome to the team @shanemgillis, excited to be a part of your 2024 tour,” the beer brand posted.
“Excited to announce partnership with Bud Light #budlightpartner,” Gillis posted to his Instagram account.
Bud Light sales plummeted last year after news broke that the brand had partnered with transgender influencer and activist Dylan Mulvaney.
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When Mulvaney was named a Bud Light ambassador to support the April March Madness basketball tournament, the company faced a months-long boycott. The transgender activist celebrated a turning point in her viral “365 Days of Girlhood” project, where she shared her experiences from her first year of identifying as a transgender woman on TikTok, by flaunting cans of Bud Light with Mulvaney’s face, courtesy of Anheuser-Busch. Bud Light’s sales fell precipitously as a result of the arrangement, causing outrage and making the brand no longer the best-selling beer in America.
Apart from the collaboration with Mulvaney, Alissa Heinerscheid, the marketing vice president of Bud Light at the time, shared her opinions about the brand’s customers in a video interview. Her “belief” that to evolve and raise a brand is to embrace “inclusivity, it means shifting the tone, it means having a campaign that’s truly inclusive, and feels lighter and brighter and different, and appeals to both women and men,” was what she said she contributed to the company.
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Heinerscheid said that since “representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”
“I mean, Bud Light had been kind of a fratty, kind brand, and we had this hangover.
