Bud Light has become the latest casualty of the culture wars. The US beer brand, owned by Belgian drinks conglomerate AB InBev, is facing a backlash from a section of consumers against a social media promotion by influencer Dylan Mulvaney, a comedian and actor who happens to be a trans woman.
After Mulvaney, who has documented her gender transition online, shared a video endorsing the low-calorie lager to her 2 million followers on Instagram, a number of right-wing commentators and celebrities began calling on their followers to boycott the brand.
That boycott appears to be working. According to data from Bump Williams Consulting and NielsenIQ reported by the New York Post, Bud Light’s sales in the US fell by 21.4% in April. Sales across other brands in the AB InBev portfolio have also taken a hit, with Budweiser revenue down 11.4% in the week ending 29 April and Michelob Ultra falling 4.4%.