Allen appeared not to think so, though when questioned he didn’t address the risk directly. Citing Budweiser’s and the country’s shared birthdays, Allen told ADWEEK that “we wanted to acknowledge the convergence of both celebrations through this spot and campaign. The spot is meant to invite people to connect over a Budweiser in celebration of these historic milestones.”
But Jay Brooks, a syndicated beer columnist for the Bay Area News Group, sees the spot as more of a correction than a celebration.
“The Dylan Mulvaney thing is kind of hanging in the air, still,” said Brooks, referring to Bud Light’s 2023 social media video starring trans influencer Dylan Mulvaney, which resulted in a backlash, a boycott and an estimated $1.4 billion drop in sales. “Even though it was Bud Light, it was still the overall brand,” Brooks said. “They’re not going to do that again.”
Beer consultant Matt Simpson added that, with beer consumption down since 2007 and fewer Americans drinking any kind of alcohol, Budweiser has to transmit “positive marketing messages” that will “not alienate their customer base.”
What’s more, “despite their strong market position, they still have shareholders to keep happy,” Simpson said. “They really need to adhere to their 100-year-old marketing messaging and just stick with the basics.”
In addition to the new spot, Budweiser has filled the 2026 calendar with supporting promotions like a sweepstakes to win a summer’s supply of beer and the latest edition of its Patriotic Cans, limited-availability designs that have been a summer promo since 2016, when Budweiser temporarily changed its name to “America.”
Also coming this summer is the Budweiser Mobile Museum, which will hit the road along with the Clydesdales to display a collection of Bud ephemera like signs, collectibles, and vintage ads. Anheuser-Busch continues to support Folds of Honor, which awards scholarships to the children and spouses of veterans killed or injured in the line of duty.
