via fortune:
Come September, retailers are expected to begin reallocating the limited shelf space by relying on sales data from the preceding months.
In Bud Light’s case, that could mean a diminished presence going forward following the controversy over its brief partnership with a transgender influencer, according to Anson Frericks.
A president of sales and distribution at Budweiser’s U.S. parent Anheuser-Busch until his departure in April 2022, he told the Daily Mail that rivals like Coors Lite and Yuengling could then remain a more prominent fixture in stores following this “reset.”
“Those brands will have a better likelihood to succeed long term because they have more shelf space, they have more inventory, they have more back-stock, and they have more availability for consumers,” he said.
Soda and beer companies spend so much on marketing because beverage sales are basically a zero-sum game and, once lost, market share is very difficult to regain.
h/t Stephen Green
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