Following a boycott, sales of Bud Light, formerly the most popular beer in the United States, have dropped.
According to data compiled by Bump Williams, sales dropped by over a quarter in the four weeks ending on June 3.
After transgender influencer Dylan Mulvaney displayed a customised can of Bud Light, several drinkers in the United States stopped purchasing the beverage.
Because of this, Modelo Especial now accounts for 8.4% of all beer sales in the United States.
Bump Williams, a consulting firm, analysed data from Nielsen to determine that Bud Light remained the best-selling beer in the United States for the first five months of the year.
Sales of Bud Light have declined since April, when Ms. Mulvaney shared a photo of a custom can of the drink the company had sent her on Instagram.
It followed criticism of the ad from conservative commentators, lawmakers, and celebrities.
Videos featuring celebrities such as Kid Rock, Trae Waynes (an NFL player), and Bri Teresi (a model) shooting Bud Light cans have gone viral.
Two executives of Bud Light parent company Anheuser-Busch InBev have been placed on leave and the stock price of the business has dropped as a result of the boycott.
The chief executive of AB InBev’s North American business, Brendan Whitworth, said in a statement on 14 April:
“We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.”
The chief executive Anheuser-Busch InBev, Michel Doukeris, said on a call with investors on 4 May:
“We need to clarify the facts that this was one can, one influencer, one post and not a campaign.”
“We are providing direct financial support to the frontline teams that work for us and our wholesalers as to Bud Light have significantly increased our investments behind the brand in the US,” he added.