Bud Light is teaming up with comedian Shane Gillis in a new partnership, and his fans aren’t thrilled that he “sold out” to the beleaguered brand.
The beer brand announced the collaboration with an image of Gillis grinning as he was filling up a pint directly a giant steel brewing tank, while wearing a Bud Light cap and giving a thumbs up.
“Welcome to the team @shanemgillis, excited to be a part of your 2024 tour,” Bud Light captioned the Instagram post.
Gillis shared the same photo, along with a carousel of others that showed him pouring hops and petting a Clydesdale horse at one of the company’s brewing facilities.
NEW: Bud Light appears to be in desperation mode, partners with right-leaning comedian Shane Gillis.
Remarkable.
Gillis, who is a polar opposite from Dylan Mulvaney, is popular for his gay jokes and pro-conservative takes.
“Gay Vikings. Dude, you're just some villager looking… pic.twitter.com/MAsk2o1sr0
— Collin Rugg (@CollinRugg) February 1, 2024
“Excited to announce partnership with Bud Light #budlightpartner,” he posted on Wednesday.
This announcement comes during a challenging period for Bud Light, which experienced a dramatic dip in sales following a controversial partnership with transgender influencer Dylan Mulvaney.
Mulvaney was baffling brought on board to represent Bud Light during the March Madness basketball season last year, sparking a boycott that adversely affected the beer brand’s revenue and tanked its standing as America’s preferred beer.
The collaboration with Bud Light began with the promotion of personalized cans that bore Mulvaney’s image and acknowledged the influencer’s journey as depicted in TikTok’s “365 Days of Girlhood” series.
The campaign was the brainchild of former Bud Light Marketing VP Alissa Heinerscheid, who wanted the brand to shift away from bro-culture towards inclusivity.
The progressive marketing move led to Heinerscheid’s canning and parent company Anheuser-Busch’s downfall.
Bud Light cutting a deal with Shane Gillis as an influencer is low key genius. The outraged mumble mouth crowd isn’t gonna know what to think. pic.twitter.com/LqBicYtU4F
— brandon wenerd (@brandonwenerd) January 31, 2024
Bud Light has been attempting a comeback by making moves that should appeal to their core demographic, including becoming the official beer of the UFC, and partnering with legendary NFL quarterback Payton Manning in an “Easy Rounds” commercial.
Anheuser-Busch reportedly snapped up 2.5 minutes worth of Super Bowl commercials that are projected to cost as much as $35 million, in an attempt to woo Americans back to Budweiser, Michelob Ultra, and Bud Light.
Budweiser’s Super Bowl LVIII spot will feature the iconic Clydesdales, while Michelob Ultra’s ad will rely on the ultra-masculine star power of global soccer icon Lionel Messi.
Meanwhile, Bud Light has released a 12-second teaser of a mysterious male celebrity with a serious mustache and slick shades that has a bearded Bronco’s fan gaping in astonishment.
A partnership with Gillis, who has had his own encounters with cancel culture, seems to be aligned with the brand’s new marketing strategy.
In a statement to Fox News Digital, Todd Allen, the Vice President of Marketing for Bud Light, reinforced that comedy is woven into the brand’s ethos, which aligns perfectly with their ‘Easy Enjoyment’ campaign.
Shane Gillis on Biden #shanegillis #joebiden #roomba #comdeyspecial pic.twitter.com/wWcd6X4nRl
— Greenmeem (@aj_morse) January 27, 2024
“We’re excited to partner with longtime fan of Bud Light, Shane Gillis, for his 2024 Live Comedy Tour where a good time with friends is always easy to enjoy,” Allen remarked.
But for Gillis’ fans, the pairing is hard to swallow. “Bud Light is trying so hard and you sold out, well done,” one commenter wrote on his post announcing the partnership.
“Your daily reminder folks,” a disappointed fan pointed out. “Everyone is for sale.”
“Congratulations. When is the transition surgery?” Someone else snarked in reference to Mulvaney.
While another questioned if it was the “first year of womanhood” for the comedian.
The partnership shouldn’t surprise the comedian’s fans, as Gillis seemingly never stopped drinking Bud Light, despite the controversy.
Shane Gillis just put out his first Bud Light commercial@Shanemgillis #comedy #parody #budlight #shanegillis pic.twitter.com/bkPUmiLP0F
— Pingtr1p (@Pingtr1p) February 1, 2024
During an interview on Joe Rogan’s podcast in May, he opted to drink the beer during the broadcast.
The titular host was clearly impressed by the move. “You are very America, you know,” he said at the time.
“This is a strong stance, to really keep buying what you really enjoy despite the obvious controversy that’s gonna come.”
“Good for you, Shane Gillis. You’re a f**king hero… Shane Gillis, you are a real American,” Rogan continued. “That’s what a real American does.”