New Ownership - what are the top priorities?

[Boone]

Probably right.

 

[Primus Porcus]

This is from the press release

ANHEUSER-BUSCH AND WASHINGTON COMMANDERS KICK OFF NEW SPONSORSHIP AS TEAM’S EXCLUSIVE BEER PARTNER | Anheuser-Busch

Read the latest news and updates from Anheuser-Busch.

www.anheuser-busch.com

 

[MikefromOH]

The AB family is also offering to buy the company back to restore their name.

 

[Boone]

Again, I could care less about the whole Bud Light nonsense. This is what the Commanders put out though. They could have avoided the noise just by leaving that out.

 

[burgold]

Is all this nonsense really about one spokesman on one commercial? I really haven't followed it all that closely. Likewise, who a team chooses as its sponsor for the most part wouldn't impact the way I think about the team.

In thinking about this, I guess that's not really true. I would have misgivings if the team chose to have a cigarette company (any cigarette company) be a major sponsor. There may be a few others, but unless you're pro-prohibition, I don't see beer making that list.

 

[Boone]

Yes - that’s what the uproar is about. I am only pointing out that this latest social media uproar probably doesn’t happen if they just announce a new deal with AB and leave the Bud Light stuff alone given it pushes a big chunk of people’s buttons.

 

[Boone]

My final (I hope) comment on it…

I think it’s interesting that this large group of folks accuse those on the other side of the fence of being overly sensitive, offended by anything, and snowflakes while creating a huge uproar over a beer campaign because they are sensitive and offended. It’s kind of hilarious to watch here from the lonely center. This is not a political post - because I am mocking both ends of the spectrum

 

[Chris]

As far as the ‘trans’ thing goes…I couldn’t care less what someone does to themselves to feel better but personally I don’t think that it needs to be openly celebrated (biting my tongue not to say forced down my throat) or used by public companies to pander to that consumer base. Beyond that, as to AB In-Bev, who did they think their Bud Light customer was? It for certain is not who they pandered to. Every bar owner knows that Miller Lite owns that demographic.

 

[MikefromOH]

It's the pushing of the agenda to things that have nothing to do with that lifestyle and then acting like people who get upset are wrong for it. That dude isn't drinking bud light....yet we now had to see this shit and be called names for not liking it.

Our kids are being forced to be witness to it without our consent and we are being threatened if we speak out over it.

I don't care what any adult does to themselves or in their own private lives. But, keep it off my lawn unless it's invited. That's about how I feel.

 

[Kel Varnsen]

Partnering with Anheuser Busch is not a surprise. Beer has been a huge part of the NFL. But in typical fashion for this team, they are announcing it by using the brand’s most hated product. This is not surprising in any way to me, and I have an opinion on who probably had this idea. But I will also say that AB is trying to re-market themselves after their former marketing leader insulted all their beer drinkers as fratty and out of touch. So going back to the NFL makes sense as they probably make a ton of money during football season. I just think that this organization posting bud light as the reason to celebrate is a move that reeks of past decision makers.

 

[Neophyte]

As far as the ‘trans’ thing goes…I couldn’t care less what someone does to themselves to feel better but personally I don’t think that it needs to be openly celebrated (biting my tongue not to say forced down my throat) or used by public companies to pander to that consumer base. Beyond that, as to AB In-Bev, who did they think their Bud Light customer was? It for certain is not who they pandered to. Every bar owner knows that Miller Lite owns that demographic.

No Politics

Things to understand about this from a guy who lives in the beer world and has paid close attention to as much of the inside story as is getting to the public:

1. The Bud Light brand has been under attack and in decline for some time now. Years in fact. This didn't start with a marketing campaign centered around a transgender individual - it started years ago with Millenials and Gen Z groups choosing not to drink like previous generations. These groups are choosing to either not drink at all or turning to seltzers, cocktails, cocktails ready to drink (ie - canned), or even lower carb/cal beer like Mic Ultra.
2. Bud Light's decline can also be traced to its traditional core demographic aging. Combine that with the direction younger drinkers are going with their alcohol dollars, and you have a brand in decline.
3. The marketing team behind the Dillon Mulvany campaign was brought in specifically to market to younger consumers in the Millenial and Gen Z groups in an attempt to arrest to fall of AB's flagship brand. Younger generations, especially those living in more urban settings, are more inclusive than us older people. In fact, they are as likely to boycott a brand for a lack of inclusivity as older, rural consumers are for that brand being inclusive.
4. The campaign was never designed to be "in your face". Bud Light and AB were not trying to force anything on anyone. In fact, it was a low-key thing designed to target a specific group and it was done without fanfare on the part of AB. They created a one-off can and sent a limited quantity to Mulvaney for use in their social media. I doubt there are too many conservatives following Mulvaney there. As I understand it, there were no press releases about it, no billboards, no life-sized cardboard cutouts in beer store isles, and no TV ads. If not for the need for certain people in this country to generate publicity and stay in the public eye through the use of social outrage, I doubt this would have been noticed by the core Bud Light drinkers. In fact, I'd bet that AB marketing folks thought this wouldn't even get a first look, much a second one coupled with all the rage.
5. AB did this in an attempt to save a flagship brand in danger of slipping down the pecking order. As it is, that happened anyway but it didn't happen because AB was braindead. It happened because AB recognized that something had to be done to save it now if it could be saved at all.

Now put this in the context of our team, our city, and the NFL in general. Much of our older fanbase is estranged and disinterested in the NFL in general and Washington in particular. The Millenials and Gen Zers, who should be forming the rising core of our fanbase, have never seen a winning team in Washington and have, in fact, suffered with one of the most socially unaware and inept owners in the history of pro sports. For most of them, this team is a punchline. Consider that DC is generally a liberal city. Now combine our abused fanbase with DC's liberal leanings and the NFL's well-documented issues appealing to younger fans like it did when we were young and what do you get?

You get a situation where it just might make business sense to partner with a company that has a brand under fire for trying to be inclusive.

 

[Chris]

Neo- Since you quoted me... I was a bar owner for 30 years until 3 years ago, selling on average 75 cases per week. Bud Light made up the lion’s share of that up until the final 10 years when Corona started to take market share. My customers ranged from 21 all the way up to those in their 70s. Even though I offered 16 different flavors, Bud Light and Corona split 75-80% of total beer sales. Palm Beach County, Florida closely represents the nations demographics and my customer base represented both blue and white collar workers.

Beer in general has been in decline for many years. AB In-Bev’s decline of their market share in strictly beer sales among like competitors is due to the rise of Corona, Modelo, etc.

Beverage choices among younger people have certainly broadened but Bud Light’s dominance over domestic beer consumers is still a heavyweight one. At least until recently.

 

[MikefromOH]

Sorry, but they weren't marketing to "Gen Z" or anyone else. That was a straight political and woke move to "get away from the frat boys". Problem is; that's always going to be who buys it. I bought Busch light (latte) all the way up until this and have stopped because of the attack on people like me that was specifically mentioned by the ex VP.

 

[burgold]

Sorry, but they weren't marketing to "Gen Z" or anyone else. That was a straight political and woke move to "get away from the frat boys". Problem is; that's always going to be who buys it. I bought Busch light (latte) all the way up until this and have stopped because of the attack on people like me that was specifically mentioned by the ex VP.

or maybe it was a move to say, "Hey, everyone's welcome to the party." Even a group that traditionally felt unwelcome. Honestly, I think it's most likely that AB wants everybody's money more than they want to make a politically woke point that alienated their traditional market. They're in it to make money. Their bottom line is profit.

In any case, it was a failed ad campaign.

 

[Boone]

I know sometimes it’s hard to know where the line is as far as our ‘no politics’ thing. I struggle with it myself. I guess the way I define it is, when I find myself wanting to express my own personal political beliefs, that’s when it’s likely too far. We try and give latitude with some of the recent stuff (name change-related, and the previous sexual harassment stuff. Those both have political aspects to them).

The truth is, we all have so much more in common than our political leanings might overshadow. Let’s just try and keep our personal preferences out of the convo.

Just a general statement, not directed at anyone individually.

 

[MikefromOH]

I agree. I can only speak for myself, but mine is all personal beliefs and not political at all.

 

[Boone]

All good my friend, let’s just all work not to go where every other website seems destined to go…

 

[Boone]

Gotta wonder what the next big moves will be - some significant stadium upgrades?

 

[Primus Porcus]

Here's a novel idea.... exposure to fans of other teams in the area... interesting

 

[DixieFlatline]

I like it. Do we remember if Snyder tried anything like this early on before he was despised?