The top Anheuser-Busch marketing executive, Andy Goeler, has decided to leave the company after a collapse in Bud Light sales in the United States. Goeler had held the role of Vice President of Marketing for Bud Light since 2014. His departure follows a string of other senior departures from Anheuser-Busch, which includes former chief executive, Carlos Brito, who left in January.
Anheuser-Busch reported a major decline in sales for the Bud Light brand in the US during the first quarter of 2021. The brand’s sales dropped 3.8%, despite the company’s overall beer shipments in the US and Canada increasing 4.5%. The decline in Bud Light sales has been attributed to various factors, such as the arrival of new craft beer competitors, changing consumer tastes and rising prices.
Goeler’s departure could signal a shift in direction for Anheuser-Busch’s marketing efforts when it comes to Bud Light. The company has previously relied on traditional outlets and ads to promote the brand, but with the rise of social media platforms, digital marketing has become an increasingly important tool for businesses like Anheuser-Busch. It will be interesting to see how Anheuser-Busch’s marketing for Bud Light evolves in the coming months.