Yuengling attempts to scoop up Bud Light customers with red, white and blue cans

Yuengling has launched limited-edition red, white and blue cans to support veterans in a timely marketing move that positions the brand to scoop up Bud Light’s ex-customer base.

In a statement released Wednesday, the Pennsylvania-based brewer announced the release of the patriotic can “with military nonprofit Team Red, White & Blue (Team RWB) as part of the brewery’s Stars & Stripes program” to honor the nation’s heroes.

The cans, boasting a desert camouflaged print and Team RWB logo, made their debut on Yuengling’s Instagram page. “Our summer fit is back. Rock the Stars & Stripes with us,” the caption read.

Each can also boasts a QR code co-branded with Yuengling Lager and Stars & Stripes brand ambassador and American country music star Lee Brice. When scanned, the codes will allow beer drinker’s to watch Brice’s “More Beer” music video.

QR code scanners will also gain access to a virtual gift shop and will share more information about Yuengling’s July 9 free summer concert series, ticket giveaway to see Brice’s upcoming tour and ways to donate to Team RWB.

The ultra-patriotic initiatives are ever-present in Yuengling’s most recent press release, where chief administration officer Wendy Yuengling said: “As the oldest brewery in America, we are dedicated to supporting the U.S. military and are always seeking ways to further show our appreciation to those that protect our country’s freedom.”

The release of the themed cans seems to be a strategic marketing move as it comes while Yuengling’s competitor, Bud Light, continues to face controversy over sending trans social media star Dylan Mulvaney a custom can with her face on it to celebrate her “365 Days of Girlhood.”

In the weeks since Mulvaney initially shared the post, Bud Light saw sales plunge 21% compared to the same week in 2022.

Meanwhile, the number of beer cases sold — whether in packs of 12, 18 or 24 cans — plummeted 26% the same week, according to Nielsen IQ. The data revealed the biggest drops since the controversy kicked off, when sales only dropped by 6% and volumes initially fell 11%.

In addition, Bud Light brewer Anheuser-Busch’s CEO, Michael Doukeris, has disavowed the embattled company’s ties to the trans influencer. “We need to clarify the facts that this was one can, one influencer, one post and not a campaign,” Doukeris told investors during an earnings call.

As part of the culture war that was ignited by the custom Bud Light can, a viral video from a recent Boston Red Sox game at Fenway Park showed baseball fans seemingly shunning the Bud Light vendor for other concession stands and five Chicago bars have boycott Anheuser-Busch for not being more supportive of Mulvaney.