Budweiser Collaborates with Zach Bryan for Super Bowl LVIII

Bud Light is expanding its connections to country music by teaming up with musician Zach Bryan, as announced in a company statement. Bryan will be the featured performer at the brand's concert event during the weekend of Super Bowl LVIII, marking the start of the second year of the Bud Light Backyard Tour.

On February 9th, "The Bud Light Backyard Tour Presents Zach Bryan" will be held at The Chelsea at The Cosmopolitan of Las Vegas. This collaboration will also include giveaways and a partnership with the nonprofit organization Folds of Honor, which offers educational scholarships to families of fallen and disabled first responders and service members.

The partnership arises as the Anheuser-Busch InBev brand aims to improve its reputation following the controversy surrounding its association with transgender influencer Dylan Mulvaney earlier this year. Earlier, the company's leadership announced that Bud Light would focus on the primary interests of its core consumer base, such as beer, football, and music - all of which are central to the Bryan partnership. "Anheuser-Busch and our brands have consistently provided unparalleled experiences for football fans and country music enthusiasts for many years. We are thrilled to collaborate with Zach Bryan and showcase his exceptional talent during the Super Bowl LVIII weekend," stated Brendan Whitworth, CEO of Anheuser-Busch in a press release related to the Bryan partnership.

Bud Light InBev's third-quarter earnings call revealed that 40% of former Bud Light drinkers are considering returning to the brand. However, there was a 13.5% decline in AB InBev's revenue in the U.S. during that period. To address this, Bud Light partnered with Bryan for its Bud Light Backyard Tour series, which focuses on the brand's "Easy to Drink, Easy to Enjoy" message. The Backyard Tour featured various music performances and college football events throughout the summer. Additionally, Bud Light launched its biggest summer campaign in June, titled "Easy to Summer," supported by the brand's largest media investment to date.