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Bud Light rolling out limited edition UA packaging one year after national boycott

Bud Light has announced a collaboration with the University of Alabama for March Madness. 

The beer company is releasing special edition 12-packs featuring the iconic script “A” logo with Crimson bottles.

Bud Light

The cans will also feature a special QR code for fans to scan and qualify for a chance to win a trip to Las Vegas for a watch party during the Final Four from April 6-8.

The special bottles will only be available at select retailers in the Tuscaloosa and Birmingham areas.

The announcement from the beer giant comes roughly one year after customers stopped buying the former No. 1 selling beer after the company ran an ad campaign featuring transgender influencer Dylan Mulvaney.

After the collaboration with Mulvaney in April 2023, Bud Light’s sales were down 28% in the three months following, with the number being even larger in conservative areas, according to a study from HBR.

The decline continued for close to eight months, with sales down 32% for Bud Light at the end of last year.

With it having been a year since the initial controversy, Bud Light may hope that a marketing campaign with a brand that is as recognizable as any such as the University of Alabama will help to finally help it move forward.

Michael Brauner is a Senior Sports Analyst and Contributing Writer for Yellowhammer News. You can follow him on Twitter @MBraunerWNSP

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