Last call for Bud Light The fall and future of America's favorite beer

Beer aficionado and former Anheuser-Busch President of U.S. Sales and Distribution Frericks offers his insights on the rise and fall of the company. He takes readers on a chronological journey, delving into the company's history and setting the stage for his time there. Following are tales of the undoing of the once most popular beer brand in the United States, Bud Light. First, a controversial marketing partnership with transgender activist Dylan Mulvaney dealt a blow to the company's popularity. This alienated loyal customers, leading to a loss of billions of dollars in shareholder value. Another hit to the company was a hostile takeover by a group of Brazilian investors, who redirected the company's focus from consumers and the brand to political activism and social issues like diversity, equity, and inclusion. Frericks' first-hand knowledge and experiences give readers a glimpse of the inner workings of a business usually reserved for those in the innermost circle. Readers will be drawn into the story and layers of this complex and remarkable study of an American business institution.