I study how the 2023 Bud Light boycott affected overall alcohol demand using household-level panel data and a set of difference-in-differences designs. Focusing on households that, before April 2023, regularly purchased Bud Light, I find a large drop in Bud Light volume (34%–37%), partial switching into other beer (+70 to +90 ounces per month), and a net decline in total ethanol purchases of about 3–4 fl-oz per month, or roughly 5.5%–7.5% of pre-boycott intake. I detect no compensatory increase in wine or spirits. Scaled nationally, the quantity response is equivalent to roughly 150 million standard drinks per year; using CDC cost-of-illness estimates updated to 2023 dollars implies social savings of about $430 million. A back-of-the-envelope translation suggests an excise-tax equivalent near 0.34% (range 0.23%–0.63%) despite unchanged statutory prices. Identity-driven boycotts can thus reduce harmful consumption via non-price channels, complementing traditional fiscal tools.
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