Welcome to today's edition of the Clay Travis and Buck Sexton Show podcast. Welcome back in Clay Travis, Buck Sexton Show. Appreciate all of you hanging out with us. Final hour of the week, encourage you to go subscribe to the Clay and Buck Podcast Network. It has been blowing up in a very good way. You can search out my name, Clay Travis. You can search out Buck Sexton, Buck, on his way to Colorado for a speaking engagement.

I'll close up shop here.

We'll both be back together on Monday.

Want to tell you right now, we are joined by Anson Frerick's former president at Anheiser

Bush, co-founder Strive Asset Management, his new book,

Last Call for Bud Light, The Fall and Future of America's Favorite Beer.

And, Anson, I appreciate you joining us here.

I would submit that the failed Dylan Mulvaney Bud Light deal, the fact that they sent her the

Bud Light cans, him, whatever you want to say, right around the March Madness tournament,

I believe two years ago, Bud Light sales, you can update me on them, I believe are still

down 40%.

Is this the most destructive ad endorsement product relationship that has ever existed in modern American capitalism?

Can you think of a worse one or is this the worst?

I mean, Clay, I think this is the worst one.

I mean, maybe you could say that when there was New Coke, and new Coke came out in the 1980s, and that plummeted, everybody hated New Coke. The good thing about the Coke executive, they should learn their lesson. They say, hey, we screwed up. We apologize. And they went back to the old formula, and, you know, Coke's doing fine. But that's one of the big problems here, is that this company lost 30% of its sales two years ago. It lost another 10% of its sales last year with Bud Light. It's still

declining this year. And one of the reasons is that still no one's taking accountability for this.

I mean, the CEO is still there. There's been no apology. And that's why customers really haven't

returned here, which is crazy. What would you do? Let's pretend that they came to you and they said, okay,

Bud Light is your business. You have to in some way make it relevant again for the audience that has abandoned it.

Is there anything they could do that would, as you point out, they're continuing to decline down 40%.

Is the brand dead no matter what, or is there a way to

bring it back to life? No, I mean, I actually think there's a way to bring this back to life.

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