Crisis Communications
The Bud Light Brand Chaos Case: How Voice Fragmentation Cost a Brand the #1 US Beer Position
Bud Light's 2023 crisis is the canonical case in brand chaos — a multi-billion-dollar brand losing voice consistency, customer alignment, and category citation in a single news cycle. Lost the #1 US beer position to Modelo by mid-2023. The lesson is what happens when internal voice fragments under pressure.