In the four weeks to September 9, Bud Light sales declined by around 30 percent in both volume and dollar value, compared to the same period a year ago. The statistics were compiled by Bump Williams Consulting. This month I celebrated my 365 days of womanhood and Bud Light sent me possibly the best gift ever — a can with my face on it,” Mulvaney said in the video noting her year-end milestone of transitioning. Drew Barrymore and trans TikTok star Dylan Mulvaney sat on the floor on her show Monday, discussing online hate. That act sparked more online hate. The most-recent data from Bernstein in the week ending September 9 saw Bud Light with an 8.9 percent share of the U.S. beer market. This was down from 12 percent immediately before the boycott began.

Queer activists and groups suggest looking closely into how a company treats queer employees and handles partnerships with the LGBTQ+ community that can help consumers distinguish pinkwashing from true allyship. The beer company last week faced calls for a boycott on social media after Mulvaney posted a video explaining that Bud Light had sent her a personalized can with her face on it to commemorate 365 days of being a girl. They added that the commemorative can it had given to Mulvaney "was a gift to celebrate a personal milestone and is not for sale to the general public." But while the video purports to show an act of defiance in the wake of the partnership, some have questioned whether it relates to the recent row.In the video, originally posted on TikTok by a biker, a crowd can be seen watching as the steamroller ploughs across pallets of beer, some of which can be seen exploding as they're crushed. The video's caption reads: "Doing what needs to be done." Television Drew Barrymore sat on the floor with trans TikToker Dylan Mulvaney. Online turmoil ensued I had a really clear job to do when I took over Bud Light,” said Heinerscheid, who stepped into the role in 2022. “It was, this brand is in decline, it’s been in decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.” On April 1, Mulvaney shared a video of herself drinking from a Bud Light can. She showed the one with her face on it that she had been sent to celebrate her 'Day 365 of Girlhood', as part of a promotion with the company.

The boycott of Goya was most effective when its products were easily substituted, like beans, Liaukonyte said. Sales of other Goya products with fewer comparable substitutes, like adobo seasoning, were less affected. While some commenters noted that those who had destroyed the beer would have had to have paid for it first, boosting Bud Light's revenue, others said it was about "sending a message" to the company that their partnership will have lost them future business.

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Mulvaney used the project to become a social media influencer, and the efforts, including facial feminization surgery and publicly taking estrogen, were successful. Mulvaney met with President Biden at the White House and received a letter of congratulations from Vice President Kamala Harris on having spent a full year documenting the gender change on social media. A spokesperson for Anheuser-Busch told Newsweek on April 3 that the company "works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics."

In a statement to TIME, Anheuser-Busch said: “From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public. Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics.” While many social media users have reacted angrily to the partnership, others noted that many major beer brands have given their support to the LGBTQ+ community in advertising campaigns, suggesting those calling for a boycott may be hard-pushed to switch to an alternative they find inoffensive. Mulvaney isn’t the only person who’s expressed disappointment in how Anheuser-Busch handled this whole mess. In interviews with the Guardian published September 19, several former employees described executives as incompetent and accused them of making decisions based on fear and “panic” rather than integrity or data. Some even accused leadership of having lied to them outright about the support they were — or weren’t — offering Mulvaney. Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics,” a spokesperson said in a statement shared with BuzzFeed News. “From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”

We never intended to be part of a discussion that divides people,” the statement continued. “We are in the business of bringing people together over beer.”

Bud Light bottles stand in a cooler at the game between the Baltimore Orioles and the Los Angeles Dodgers at Oriole Park at Camden Yards on July 18, 2023 in Baltimore, Maryland. Sales of the beer have yet to recover since a conservative boycott began in April. G Fiume/GETTY The spokesperson said Bud Light had also made “some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands activities.” Yet with two marketing executives on leave, Anheuser-Busch leadership appears to fear that the boycott's effects could be longer-lived. "It's not what we would have wanted to see from a boycott management perspective," Shanahan said. (The company has not responded to a request for comment.) The boycotts did not impact sales or account signups in the long run, the researchers found. And in the case of Goya, the brand actually experienced a short-term sales boost from first-time buyers in predominantly Republican counties, Liaukonyte said.If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light," Heinerscheid said on the business podcast Make Yourself at Home.