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The announcement comes as the nation gears up for the Super Bowl, an annual event that sees heightened beer consumption and advertising. Historically, Anheuser-Busch occupies a prominent space during this time as the largest advertiser. However, the performance of Bud Light has remained lackluster post-controversy, prompting the need for a bold marketing maneuver. Whitworth's push may be aligned with broader socio-political sentiments echoing, albeit indirectly, the rhetoric of former President Donald Trump and a surge of national pride.