A transgender influencer is reportedly experiencing distress due to the negative public response surrounding her collaboration with Bud Light.
In April, Bud Light joined forces with Dylan Mulvaney, a prominent transgender advocate, to promote their brand and commemorate her one-year milestone in her transition.
Unfortunately, this alliance has been met with widespread criticism, triggering a nationwide outcry for a boycott of Bud Light. As a result, it appears that the brand has encountered a decline in sales across the United States.
During a recent episode of the “Dear Schuyler” podcast, Mulvaney candidly discussed the challenges of navigating public attention while embracing her authentic self, as highlighted in the podcast’s summary.
Mulvaney’s recent sruggle
Mulvaney expressed her personal struggle, revealing that the backlash stemming from the Bud Light partnership has taken a toll on her well-being, causing difficulty in finding restful sleep. Despite this, she expressed a heartfelt aspiration that those who are seemingly targeting her and the LGBTQ community will eventually recognize and appreciate the beauty, humanity, and significance of individual identity.
In a display of resilience, Mulvaney acknowledged that the path toward understanding and acceptance is a journey that requires patience and endurance. She emphasized the importance of maintaining a long-term perspective, describing it as a “long game” and a “long race.”
Previously, Mulvaney expressed her commitment to responding to criticism gracefully, demonstrating her willingness to approach detractors with understanding and compassion.
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Backlash for the brand
Anheuser-Busch, the parent company of Bud Light, has encountered significant backlash following its collaboration with Mulvaney.
As part of the partnership, Mulvaney, who boasts a substantial following of nearly 2 million on social media, shared with her audience that Bud Light commemorated her first anniversary since transitioning genders by featuring her face on a specially designed beer can.
This initiative was apparently a component of Bud Light’s broader Pride campaign, which aimed to celebrate and embrace the diversity of identities within society. However, this endeavor has generated widespread criticism and negative feedback.
Mulvaney, the transgender activist and social media influencer, shared additional posts endorsing Bud Light. These included promotional content related to March Madness and a post featuring her enjoying a bath while consuming the beer brand.
The partnership received strong opposition from conservative circles, with some notable personalities expressing their discontent by publicly destroying cases of Bud Light as a form of protest.
The backlash gained momentum, and calls for boycotting the light beer brand quickly gained traction. In fact, a poll revealed that over half of Americans expressed support for boycotting Bud Light in response to the controversy.
Recent data indicates that the suggested boycotts have had a noticeable impact on Bud Light’s sales. During the third week of April, sales of Bud Light reportedly declined by 21.4% compared to the previous year’s corresponding period. The week before that, sales were down by 17%.
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Furthermore, viral videos circulating online have depicted empty queues at Bud Light stands within popular sports arenas, providing visual evidence in support of the boycott narrative. There have also been claims that bar patrons actively avoid ordering the light beer brand in solidarity with the boycott movement.
In response to the widespread backlash and boycott calls triggered by the partnership with Mulvaney, Bud Light has undertaken certain actions. Alissa Heinerscheid, the vice president of marketing for Bud Light, has reportedly taken a leave of absence in light of the beer brand’s intense criticism.
According to reports from The Wall Street Journal, Bud Light has implemented a strategy of providing complimentary product offerings to distributors to mitigate the backlash’s negative impact. This move aims to maintain relationships with distributors and potentially revive sales.
In addition, Bud Light has allegedly sought the guidance of consultants with expertise in navigating conservative circles within Washington, D.C. These consultants have been engaged to advise the beer brand on its way forward, potentially assisting in managing the fallout from the controversy and implementing strategies for brand recovery.
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Bud Light’s response
In response to the public outcry, Anheuser-Busch stood behind the collaboration with Mulvaney, emphasizing that it was part of their broader efforts to engage with diverse demographics of potential customers genuinely.
According to a spokesperson for Anheuser-Busch, who spoke to Fox News, the company collaborates with numerous influencers across its brands as part of its authentic efforts to connect with diverse audiences across various demographics.
They further clarified that they occasionally create special commemorative cans for fans and brand influencers, such as Dylan Mulvaney. The spokesperson emphasized that the commemorative can in question was a gift meant to celebrate a personal milestone and is not available for sale to the general public.
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