AB InBev shifts Bud Light marketing as U.S. sales decline continues

Three years after Bud Light lost its position as America’s top-selling beer, AB InBev is directing more marketing support toward other labels in its portfolio. The shift comes as Bud Light volumes keep falling in a shrinking U.S. beer market, while Michelob Ultra gains share with spending tied to health and lifestyle trends. As reported by Financial Times, AB InBev is reducing media support for Bud Light after celebrity campaigns and sports sponsorships fail to reverse the brand’s decline. Kantar analysis of MediaRadar data shows Bud Light advertising spending rose to $125.2 million between 2022 and 2023, then falls each...