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   From: katt@gmail.com   
      
   Anheuser-Busch's US marketing chief steps down as Bud Light sales plunge   
      
   From: useapen    
      
   Date: Wed, 17 Jan 2024 11:05:55 -0000 (UTC)   
      
   Benoit Garbe, the U.S. chief marketing officer for Anheuser-Busch InBev,   
   is calling it quits as the backlash over marketing stunts continues to   
   affect sales.   
      
   Once American?s top-selling beer, Bud Light sales have plunged this year.   
   In the most recent quarter, the brewer reported a 13.5% decline in revenue   
   per 100 liters, which is the best measure of beer sales.   
      
   Garbe oversaw marketing when Bud Light partnered with transgender   
   influencer Dylan Mulvaney in early April. The pushback from that campaign   
   saw Bud Light fall behind Modelo Especial in U.S. retail sales.   
      
   Some of the backlash was homophobic, with people accusing the brewer of   
   becoming ?woke.? Ironically, Bud Light also lost ground with the LGBTQ   
   communities for failing to stand up and defend its partnership with   
   Mulvaney.   
      
   Garbe did not directly oversee that partnership. The two executives who   
   did were put on leave after the cries for boycotts started.   
      
   He will remain with the company through the end of the year before   
   ?embarking on a new chapter in his career,? the company said in a   
   statement. The position will not be filled after Garbe?s departure. Moving   
   forward, U.S. chief commercial officer Kyle Norrington will oversee   
   marketing for Bud Light and the company?s other brands.   
      
   Bud Light is already trying to lure back customers who are boycotting the   
   brand, signing a sponsorship deal with UFC that?s said to be in the $100   
   million range and working closer with the NFL.   
      
   Garbe joined Anheuser-Busch in 2020 after the CMO position had been vacant   
   for almost a year. Prior to joining the company, he worked Diageo, Moet   
   Hennessy, Louis Vutton and Converse.   
      
   https://fortune.com/2023/11/16/anheuser-buschs-us-marketing-chief-steps-   
   down-as-bud-light-sales-plunge/   
      
   --- SoupGate-Win32 v1.05   
    * Origin: you cannot sedate... all the things you hate (1:229/2)