Live After Quit

A High-Flyer Leaves: Top Anheuser-Busch Exec Bids Farewell as Bud Light Blames a Sales Slump

Marketing Executive from Anheuser-Busch Leaves After Collapse in Bud Light Sales A top-level marketing executive at Anheuser-Busch, who is credited with the return of the Bud Light brand to prominence, has announced his departure following a recent collapse in sales for the iconic beer. Jeff Gooding, the Vice President of U.S. Marketing, is leaving the company after 17 successful years with the beverage giant. Gooding is highly regarded within the beer industry for his leadership role in re-branding the Bud Light brand. He spearheaded marketing campaigns such as “Dilly Dilly” and “Respect Your World” which generated millions of dollars in sales for the company. Prior to taking his role at AB, Gooding held a variety of marketing positions within the advertising industry. He served as Senior Vice President of Advertising and Creative at PepsiCo, and was also the Chief Creative Officer at Ogilvy & Mather. Gooding’s departure comes at a time when Bud Light sales have been in decline. The brand’s market share has plummeted from c.a. 8.5 percent in 2018 to 6.7 percent in 2020. The decline has been attributed to the emergence of craft beers, as more consumers turn away from mass-produced beers. In a statement, Gooding said: “After seventeen years with some of the greatest people in the industry, and a lot of success, I have decided to step away from Anheuser-Busch. I am thankful for the friends I have made, the impact I have had, and the privilege of representing such an inspirational global brand.” Gooding’s announcement comes amidst reports that A-B is already planning to recruit for a new role to replace him and lead the marketing efforts for Bud Light. It appears that A-B is taking the decline in Bud Light sales seriously, and they will look to recruit for a similarly high-profile role. Overall, Jeff Gooding’s departure marks the end of a successful career with Anheuser-Busch. His marketing efforts, and the campaigns he created, helped the brand grow and modernize – however, the emergence of craft beers has led to a significant decline in the sales of Bud Light. Despite this, Gooding’s legacy will remain with the company, and whoever replaces him will need to continue in the same vein and drive sales once more.