Dylan Mulvaney Beer: Where To Buy And Try It

In April 2023, transgender TikTok star Dylan Mulvaney partnered with Bud Light to promote their Easy Carry Contest. The collaboration sparked a backlash from right-wing groups, who called for a boycott of the brand. Despite the controversy, it is unclear whether Bud Light beer can be purchased in stores as usual.

Dylan Mulvaney's Bud Light partnership

In April 2023, Bud Light, the top beer brand in the United States, partnered with Dylan Mulvaney, a transgender woman and social media personality with millions of followers across TikTok and Instagram. The partnership was an attempt to address Bud Light's decline in sales and attract younger audiences. Mulvaney promoted the brand in a short video on her Instagram account during March Madness.

The partnership sparked swift discourse and backlash from American conservatives, including singer Kid Rock, who helped instigate a boycott against Bud Light and its parent company, Anheuser-Busch. Proponents of the boycott described the sponsorship as "political" due to Mulvaney's transgender identity and her previous advocacy for transgender rights. The backlash included transphobic harassment and calls for boycotts from conservative figures such as Ron DeSantis, Marjorie Taylor Greene, and Fox News hosts.

The boycott had a significant impact on Bud Light's sales, with a drop of up to 26% in the month following the advertisement. Anheuser-Busch's sales also fell by about 1%. The controversy led to criticism and scrutiny of Bud Light's new vice president of marketing, Alissa Heinerscheid, who had stated her goal of making the brand's advertising more inclusive. In response to the backlash, Anheuser-Busch released a statement expressing their intention to bring people together over a beer and not to be part of a discussion that divides people. However, this statement was met with criticism for neither directly supporting Mulvaney nor disavowing the advertisement.

The backlash to the partnership also had personal consequences for Mulvaney, who faced transphobic harassment and bullying. In an interview, she expressed her struggle to understand the need to dehumanize and be cruel, adding that dehumanization has never fixed anything in history. She also shared her fears for her safety and well-being due to the intense scrutiny and backlash she experienced.

The partnership between Dylan Mulvaney and Bud Light highlighted ongoing debates about representation and inclusivity in the beer industry and the challenges faced by companies navigating these issues. It also brought attention to the impact of boycotts and the role of corporations in supporting marginalized communities.

Where to Buy Dylan Mulvaney Beer

It is important to note that the beer can with Dylan Mulvaney's face on it was a custom design created by Bud Light to celebrate her transition and was not available for purchase by the general public. Therefore, consumers cannot specifically buy "Dylan Mulvaney beer" as it was not a product available for sale. However, the partnership and the resulting backlash had a significant impact on Bud Light's sales and the company's reputation, with many consumers opting to boycott the brand and choose alternative beer options.

The backlash

The boycott was carried out by many consumers, who opted to not purchase Bud Light or any Anheuser-Busch products. Some people took to social media to share videos of themselves smashing, throwing away, or driving over Bud Light bottles and cans. Several threats were made to Anheuser-Busch factories, including bomb threats that forced certain factories to close.

Right-wing politicians and pundits used Mulvaney as an excuse to whip up hatred toward the transgender community. The National Republican Congressional Committee posted and quickly deleted a tweet directly attacking Mulvaney and Bud Light. Florida Governor Ron DeSantis criticized the partnership as part of a trend of "woke companies" trying to change the country.

The boycott had a significant impact on Bud Light and Anheuser-Busch's sales and stock prices. In the month following the advertisement, Bud Light's sales fell between 11% and 26%, and Anheuser-Busch's sales dropped by about 1%. AB InBev's stock price fell 20% in May 2023, and the company was classified as a bear stock by Forbes.

Amid the controversy, critics blamed Bud Light's new vice president of marketing, Alissa Heinerscheid, for the brand's move toward more inclusive advertising. Heinerscheid faced vicious attacks, including death threats, and was placed on leave along with another executive, Daniel Blake.

Anheuser-Busch's response to the backlash was criticized for failing to support Mulvaney and address the issues directly. The company's initial statement said they never intended "to be part of a discussion that divides people," which was seen as an attempt to remain neutral. CEO Brendan Whitworth's later statement was also criticized for not directly supporting Mulvaney or condemning the transphobic attacks.

The boycott highlighted the challenges faced by corporations when trying to support LGBTQ+ communities while navigating potential backlash and political divides. It also raised questions about the sincerity of Anheuser-Busch's previous support for LGBTQ+ causes and the effectiveness of their response to the crisis.

Kid Rock's response

> Let me say something to all of you and be as clear and concise as possible. F* Bud Light, and f* Anheuser-Busch. Have a terrific day.

Kid Rock's violent response to the marketing campaign received its own backlash, including from the father of a child who was killed in the 2018 Parkland school shooting. In response to Kid Rock's video, the father, Fred Guttenberg, tweeted:

> Hey @KidRock, this dad is 'feeling a little frisky today.' This is my daughter Jaime (under the black oval) and these are the students running over her for safety to avoid getting shot by the AR-15 that killed her. F* YOU!!!

Kid Rock was later spotted drinking Bud Light at his Nashville bar, despite his apparent boycott of the brand.

Anheuser-Busch's response

However, the company's response has been criticised for not directly addressing the controversy or showing support for Dylan Mulvaney. In late April, two Anheuser-Busch marketing executives were placed on leave, which sparked further criticism that the company was not standing by its marketing division.

In response to declining sales, Anheuser-Busch announced it would triple its marketing spending in the US and pledged to give a case of Bud Light to every employee of an Anheuser-Busch wholesaler. The company also donated $200,000 to the Communities of Color Initiative under the National LGBT Chamber of Commerce.

In June, Whitworth gave an interview in which he dodged questions about Mulvaney and emphasised the company's historical support for LGBTQ+ causes. He also pleaded with boycotters not to punish the company's employees and emphasised its political neutrality.

The boycott's impact

The boycotts impact

The boycott of Bud Light, which began in April 2023, had a significant impact on the brand and its parent company, Anheuser-Busch. The boycott was led by conservative groups and individuals in response to the brand's partnership with transgender influencer Dylan Mulvaney. The impact of the boycott was felt across the company, from sales and revenue declines to leadership changes and layoffs.

Sales and revenue declines

The boycott had a noticeable impact on Bud Light's sales and revenue. In the month following the controversial advertisement, Bud Light's sales fell between 11% and 26%, with a year-on-year sales drop of 17% two weeks after the ad. Anheuser-Busch's sales also took a hit, with a decline of about 1%. AB InBev's stock price fell 20% in May 2023, and the company was classified as a bear stock by Forbes. HSBC Securities downgraded its rating of AB InBev from "Buy" to "Hold", and CNBC estimated a sales drop of 18% for the company in May.

Leadership changes and layoffs

The boycott also led to changes in leadership at Anheuser-Busch. Alissa Heinerscheid, the company's first female vice-president of marketing for Bud Light, took a leave of absence during the controversy. She was later replaced by Todd Allen, the Vice President of Global Marketing. Another executive, Daniel Blake, also took a leave of absence. Anheuser-Busch hired two Washington, D.C.-based conservative political consultant groups to advise the brand following the boycott.

In July 2023, AB InBev announced layoffs of nearly 400 North American staff, mostly in the corporate front office and marketing team. The company's CEO, Brendan Whitworth, faced criticism for his response to the boycott, which was seen as neither supporting Mulvaney nor disavowing the advertisement.

Long-term impact

The company's response to the boycott was criticized by LGBTQ+ advocates and its own employees, who felt the company failed to support Mulvaney and did not demonstrate a genuine commitment to LGBTQ+ causes. Anheuser-Busch lost its top rating for LGBTQ+ equality from the Human Rights Campaign Foundation due to its handling of the controversy.

The boycott also impacted Mulvaney personally, who faced harassment and transphobic attacks online and in public. She expressed fear and loneliness during this period and felt abandoned by the brand.

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