“Beer is about relaxation,” Chief Executive Michel Doukeris said in an interview. “People do not want to enjoy their beer with a debate. They want beer to be simple, beer to be for everyone and beer to be enjoyable as they share it with family and friends.”

Doukeris said consumers want the company to focus its marketing on things that appeal widely, such as the National Football League, music and helping military families. “We continue to learn and we continue to move forward with the main activities we know that work everywhere,” he added.

Unbelievable.

In the wake of the Bud Light episode, AB InBev’s share of the total U.S. beer market has fallen by 5.2 percentage points to 36.9% in the second quarter, Doukeris said. Two-thirds of that loss is from Bud Light but other brands such as Budweiser have taken a hit from the consumer boycott, too.

The company has accelerated production of new Bud Light ads that are heavy on themes of football and country music. The company told distributors that it would buy back unsold cases of beer that go past their expiration date.

I've never, ever seen such a large company utterly refuse to acknowledge what is happening to it. This is totally unique from a marketing perspective.

And naturally they are even DEFENDING IT:

Distributors for years had hoped to see a fresh Bud Light campaign that would better appeal to younger consumers, said Jenn Litz-Kirk, executive editor of Beer Business Daily. The summer campaign at the very least represents a commitment to the brand after the Mulvaney incident, she said.

The current ad campaign promoting Bud Light that began in late June portrays a sunnier image. It’s an extension of the “Easy to Drink, Easy to Enjoy” theme Bud Light introduced during the Super Bowl. This month the company is staging the Bud Light Backyard Tour, a series of free concerts in Nashville, Oklahoma City, and other locations.

Boy do I hope those 'free concerts' get fucking trashed.