In a bold move underscoring the current climate of polarized politics and peculiar branding, Seth Weathers, former campaign director for Donald Trump’s 2016 Georgia campaign, introduced a beer tailored for conservatives: Ultra Right Beer. This new offering sought to tap into the conservative sentiment triggered by a transgender individual’s association with Bud Light on social media. Accompanied by an advertisement bordering on parody, the launch of Ultra Right Beer has not only stirred controversy but also reportedly amassed substantial revenue, as Weathers claims the brand has generated $1 million in sales from $19.99 six-packs.
Presented as an alternative to what Weathers refers to as an “America’s been drinking beer from a company that doesn’t even know which restroom to use,” Ultra Right Beer positions itself as the “100% Woke-Free American Beer” designed for those who align with conservative values. An added layer of activism emerges as Weathers pledges a portion of the sales to support efforts aimed at influencing conservative representation on school boards, framing the venture as a wallet-based response against what he perceives as woke corporations.
While the $1 million revenue figure has been spotlighted in conservative media, critics see this as an indication of a new era marked by the intersection of politics, commercial interests, and beer gimmicks. The beer itself, according to a limited number of commenters, presents a mixed experience, oscillating between metallic aftertastes and surprising drinkability.
Despite its divisive appeal, Ultra Right Beer’s premium price point of $19.99 for a six-pack raises questions about whether taste is the primary motivation behind its purchase. The beer, boasting a 4.8% alcohol content, steers clear of adjuncts commonly found in craft light lagers, instead relying on the basic ingredients of barley, water, hops, and yeast. However, craft breweries are already catering to consumer preferences with exceptional light lagers that don’t carry the inflated price tag associated with Ultra Right Beer.
The novelty-driven marketing strategy aimed at statement-making consumers is not a novel concept, as evidenced by previous ventures such as Budweiser’s “America” can released in 2016. However, the sustainability of such gimmicks in the face of changing consumer tastes and non-competitive pricing remains a pivotal consideration in the evolving landscape of alcohol marketing stunts.
