Budweiser’s most recent advertising strategy can be summed up in one word: “WHOOPS.”
When you imagine the blistering summer heat and the thunderous roar of hundreds of thousands of motorcyclists revving their engines, an ice-cold beer would seem like the perfect companion, right?
And yet, during this year’s Sturgis Motorcycle Rally, the sea of leather-clad bikers seemed to deliver a very cold shoulder to Budweiser’s tents.
A massive event that pays homage to the roaring world of motorcycles, Sturgis is not just about bikes; it’s a deep dive into American tradition, camaraderie, and honoring our nation’s military heroes.
However, Budweiser’s attempts to merge into this lane seems to have stalled.
While they surely hoped to be the toast of the town, video footage circulating on TikTok paints a rather parched picture.
Despite the vast array of offerings – from the enticing shade of their spacious tents to the legendary Budweiser Clydesdale horses kickstarting the festivities – the once mighty beer titan found their glasses remaining decidedly half-empty.
One can’t help but wonder if this snub has less to do with Budweiser’s product and more with the recent push from major brands to preach the woke gospel.
Are attendees making a silent protest against brands that seem more interested in following the latest political trend than genuinely connecting with their consumer base
ZERO attendees at the Budweiser tent in Sturgis
This may be the BIGGEST marketing blunder of all time! pic.twitter.com/iSNqTyyOgc
— Old Row (@OldRowOfficial) August 9, 2023
Budweiser vendors at Sturgis 2023. 😂😂😂
— Juanita Broaddrick (@atensnut) August 11, 2023
https://twitter.com/buperac/status/1690039382567448576
The implications for Budweiser could be concerning.
In the world of branding, perception is everything.
If consumers feel that a brand is disingenuous or, worse, attempting to hijack cultural moments for profit, the fallout can be swift and brutal.
With two videos highlighting the brand’s lackluster presence at such a significant event making the rounds, Budweiser might be brewing over their next strategic move.
It’s been months since the Mulvaney disaster.
Will Budweiser EVER be able to recover from that debacle?
Only time will tell.
But one thing’s for sure: in the world of marketing, missing the mark can leave you flat – just like a stale beer.
Per the Blaze:
Those who flocked to Sturgis, South Dakota, for the annual motorcycle rally this year steered clear of the Budweiser tents, video evidence suggests.
The 83rd annual Sturgis Motorcycle Rally is currently in full swing, with tens of thousands of bikers and other enthusiasts from all over the world gathering to show off their ride, honor members of the U.S. military, and otherwise enjoy a slice of good, old-fashioned, gas-powered Americana.
Though attendance seems to be down slightly this year compared to the five-year average, Sturgis, a town of about 7,000 residents, is still bustling with more than 250,000 vehicles counted between last Friday, when the event opened, and Tuesday. The event lasts until this Sunday.
The popular rally draws many high-profile corporate sponsors, including Budweiser. This year, Budweiser made a big show of its enthusiasm for the rally and its attendees. Not only are banners emblazoned with the Budweiser logo spotted throughout Sturgis, but the iconic Budweiser Clydesdale horses helped kick off the rally by headlining the opening ceremonies last Friday.
Despite all those efforts, rally attendees have slaked their thirst elsewhere as the Budweiser tents and booths stand nearly empty in two TikTok videos making their rounds on social media. The videos show a fairly impressive set-up that might be expected for a brand like Budweiser and an official sponsor of the event, offering shade, refreshing beverages, and some official Budweiser merch. But almost no patrons appear to care.
In the modern age of business, where every purchase feels like a political statement, brands must tread carefully.
Recent footage out of the iconic Sturgis motorcycle rally is serving as a hard lesson for one of the titans of the beverage world: Budweiser.
The unmistakable proof is plastered all over social media – vast tents, branded to the nines, yet hauntingly empty of patrons. It’s not that people at Sturgis weren’t thirsty; they just weren’t thirsty for Budweiser.
This isn’t just an isolated case of a brand not resonating with an audience.
This is a backlash, plain and simple.
Budweiser and its parent company, Anheuser-Busch InBev, hit a nerve when they decided to prominently feature transgender influencer Dylan Mulvaney in an ad campaign.
Now, regardless of one’s personal stance on the issue, there’s no denying that the move led to a pronounced rift between Budweiser and a significant chunk of its traditional consumer base.
The largely conservative attendees of Sturgis seem to have made their sentiments clear: “Don’t preach, just pour.”
Check it out: The Budweiser booth at the Sturgis Motorcycle Rally has been empty all week 😭 https://t.co/oTUSFD3S5x
— Not the Bee (@Not_the_Bee) August 11, 2023
Budweiser is not doing well at Sturgis pic.twitter.com/FSBH0Sm66K
— 🇺🇸Protective Mama Bear🇺🇸 (@KimberlyRae45) August 8, 2023
Things are a little awkward at the empty Budweiser tent amid jam-packed Sturgis https://t.co/Pnw9R1ajbF via @americanwire_
— Bo Snerdley (@BoSnerdley) August 12, 2023
It’s worth noting that Budweiser’s ties to Sturgis aren’t a recent PR stunt.
Their local distributor, Quality Brands of the Black Hills, has been part of the rally’s fabric for over half a century.
They’ve poured their hearts (and their beer) into the event, even partnering for mutual donations to local charities.
And yet, one divisive ad campaign seems to have undone decades of goodwill.
Even Newsweek picked up on this humiliating low turnout for Budweiser
Photos and videos posted to social media of Budweiser’s beer garage at this year’s Sturgis motorcycle rally in South Dakota appear to show no attendees consuming the product.
Anheuser-Busch InBev owns Budweiser and Bud Light, which gained national attention this past spring when transgender influencer and activist Dylan Mulvaney partnered with the beer brand as part of an ad campaign to celebrate her one year anniversary of transitioning into a woman. The partnership then led to passionate boycotts mostly among conservatives who felt the beer did not cater to its traditional consumer base.
Budweiser and its local distributor, Quality Brands of the Black Hills, are the official malt beverage sponsor of the Sturgis motorcycle rally. Quality Brands of the Black Hills has been affiliated with the rally for over 50 years. As part of their sponsorship, the pair have been offering custom Sturgis and Budweiser signage in addition to mutual donations to local charities that raise money for the Black Hills area.
A spokesperson for the Sturgis motorcycle rally told Newsweek via email on Friday that they could not comment without permission from the Sturgis mayor and city council, who oversee the event.
Brands should take note.
The modern consumer is informed, opinionated, and not afraid to vote with their wallet.
Whether you lean left or right, the key takeaway remains the same: businesses might fare better sticking to their core competencies and leaving political and social activism to individuals and dedicated organizations.
For Budweiser, this might be a painful hangover that takes a while to shake off.
If it ever does.
But it’s a crucial lesson for all: know your audience, and remember that while agendas can be pushed, no one likes to feel they’re being force-fed.
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