Bud Light Lager Beer Can 24 x 568ml 3.5% Lager | LOW CALORIE BEER ONLY 27 KCAL PER 100ML |

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The partnership with Mulvaney is not the first time Bud Light has waded into social issues in its marketing campaigns. It previously partnered with LGBTQ+ organizations such as GLAAD in 2019 to celebrate Pride Month in the U.S. and the National LGBT Chamber of Commerce in 2022 to support LGBTQ+-owned businesses amid post-pandemic reopenings.

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. After the video was used to show an apparent protest against Bud Light over its partnership with Mulvaney, Nieblas said on Monday that the video had been used "as part of a disinformation campaign," adding the hashtag "#FakeNews." 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.” 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.

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In an interview last month, Heinerscheid, the first woman to lead Bud Light in the brand's 40-year history, said the beer brand was "in decline." 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."

Not my beer because im not confused #fyp #notyourfavoritebiker #kennyboyinthe608 ♬ FAFO - Bryan Martin

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Television Drew Barrymore sat on the floor with trans TikToker Dylan Mulvaney. Online turmoil ensued 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. 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.” 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.

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.” 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. That meant the brand, which had a reputation for being “fratty,” needed to become “truly inclusive” and appeal to both men and women, she said. 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.A key indicator of pinkwashing can be companies who hop on pride advertising, but privately donate to political campaigns that support anti-LGBTQ policy. Major brands like Walmart, AT&T, Comcast, and CVS Health publicly celebrate pride, but according to research into their campaign finance documents, they’ve collectively donated millions of dollars to state and federal lawmakers who sponsor legislation like “ bathroom bills” that restrict transgender people from using their preferred public bathroom or efforts to limit trans children’s participation in school sports. 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.

Heinerscheid described Bud Light as a brand in need of a revival in a March interview on the “ Make Yourself at Home” podcast.

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Mulvaney's "365 Days of Girlhood" project, during which Mulvaney released TikTok videos documenting the "journey" from presenting as a gay male to presenting as a gay male in women's clothing, was documented fully by Mulvaney on social media. 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. Account icon An icon in the shape of a person's head and shoulders. It often indicates a user profile. 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."