News/Commentary

Red Sox faithful fans snub Bud Light in viral Fenway Park concession stand video

May 5, 2023 | | Print Article

Baseball fans in Beantown aren’t washing down their peanuts and Cracker Jack with an ice-cold Bud Light, at least according to a viral video from historic Fenway Park that shows workers at a concession stand selling the familiar blue and white cans with plenty of time on their hands during a recent Boston Red Sox home game.

Over a month after the company’s disastrous decision to bring in transgender TikTok influencer Dylan Mulvaney to hawk its popular brand, beer drinkers are increasingly looking for other options as boycotts have left grocery stores and distributors with an abundance of unsold products on their shelves and scant hope of moving it before the sell-by date as Anheuser-Busch mounts a furious damage control effort to pull Bud Light out of its nosedive with sales reportingly having plummeted by a brutal 26 percent.

The video, which was posted to TikTok on Wednesday and quickly spread like wildfire across other platforms, shows the empty front of the area selling Bud Light as bored workers stand idly by and play with their phones with the Red Sox faithful standing in lines at other concession stands. And while it’s not clear what they are buying, it sure doesn’t appear to be the now-toxic brand.

(Video: YouTube)

The short clip was posted by a user named Luis Tejada who captioned it “Fenway Park Bud Light stand Ghost Town!,” A user going by the same name also posted it to YouTube where it is titled “Crickets at Bud Light stands in Fenway Park Boston.”

“Guys, this is so funny and bizarre,” Tejada narrates the video in his Bostonian accent.

“Look at that. … That is every single Bud Light stand here at Fenway Park in Boston,” he said, as the camera showed the empty line at the stand.

“Holy Crap, they’re in trouble,” he said as the camera pans away from the Bud Light stand and up the stairs from the concourse into the seating area. “I mean, I guess marketing has some questions to answer.”

It isn’t clear whether the video was from Wednesday’s game but the scoreboard shows a picture of Toronto Blue Jays superstar slugger Vladimir Guerrero Jr., the BoSox’ AL East opponent in a four-game series that ran from Monday-Thursday.

The brand is sold at 15 different locations at Fenway, according to a Red Sox concessions guide, it is unknown whether the other stands suffered from a similar dearth of business.

The top brass at Anheuser-Bush is evidently optimistic that better days are on the horizon, despite the still-raging backlash over Mulvaney and since-ousted Harvard-educated marketing exec, Alissa Heinerscheid, who insulted Bud Light drinkers as being too “fratty” in remarks that were almost as poorly received as the brand’s perceived endorsement of transgenderism.

Global Anheuser-Busch CEO Michel Doukeris told investors that there is much “misinformation” on the Mulvaney fiasco being spread on social media and that the backlash has been a massive overreaction.

“This was the result of one can,” he said in a video call obtained and reported on by Fox Business. “It was not made for production or sale to general public. It was one post, not a formal campaign or advertisement.”

“We believe we have the experience, the resources and the partners to manage this. And our four-year growth outlook is unchanged,” Doukeris said.

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Chris Donaldson
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