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The partnership unveiled on April 2 saw Mulvaney, a biological male who began transitioning in 2021, promote America's bestselling beer to 11 million followers on social media in partnered posts
For Bud Light in particular, reaching a new audience is crucial, Alissa Heinerscheid, vice president of marketing at Bud Light, said in a recent podcast interview.
Alissa Heinerscheid Photos: Exclusive photos of Bud Light executive partying have been leaked. Read more about the controversies.
Bud Light parent company Anheuser-Busch's stock has plunged by over $6 billion since the beer brand entered an advertising partnership with Dylan Mulvaney.
The phrase 'get woke go broke,' employed by some conservatives on social media, suggests that brands which employ inclusive campaigns are angering a significant enough portion of consumers to lead to a material drop in sales. But experts say that inclusive campaigns are, in fact, often lucrative for businesses, serving as an important tool to reach key demographics.