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

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.

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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. 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.” Referencing the boycott campaign, Mulvaney added: "I was waiting for the brand to reach out to me, but they never did and, for months now, I've been scared to leave my house... for a company to hire a trans person and then not publicly stand by them is worse in my opinion than not hiring a trans person at all." If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light," Heinerscheid said on the business podcast Make Yourself at Home. On April 1, Mulvaney shared a video of herself drinking from a Bud Light can. She showed the one with her face on it that she had been sent to celebrate her 'Day 365 of Girlhood', as part of a promotion with the company.

What we found is that the patterns were very similar," Liaukonyte said. "They followed one news cycle, coming from zero to a maximum again to zero within two to three weeks." Mulvaney has been tapped to sell a host of women's products, including Kate Spade's women's spring line of dresses, handbags, and shoes, along with Tampax for some reaon, despite Mulvaney not being capable of menstruation.Mulvaney has also pranced about like a little girl for promotions as well. 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. 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." 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.The boycotts did not impact sales or account signups in the long run, the researchers found. And in the case of Goya, the brand actually experienced a short-term sales boost from first-time buyers in predominantly Republican counties, Liaukonyte said. The boycott of Goya was most effective when its products were easily substituted, like beans, Liaukonyte said. Sales of other Goya products with fewer comparable substitutes, like adobo seasoning, were less affected. Television Drew Barrymore sat on the floor with trans TikToker Dylan Mulvaney. Online turmoil ensued 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.

The most-recent data from Bernstein in the week ending September 9 saw Bud Light with an 8.9 percent share of the U.S. beer market. This was down from 12 percent immediately before the boycott began. The spokesperson said Bud Light had also made “some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands activities.” Account icon An icon in the shape of a person's head and shoulders. It often indicates a user profile. 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. Yet with two marketing executives on leave, Anheuser-Busch leadership appears to fear that the boycott's effects could be longer-lived. "It's not what we would have wanted to see from a boycott management perspective," Shanahan said. (The company has not responded to a request for comment.)Mulvaney used the project to become a social media influencer, and the efforts, including facial feminization surgery and publicly taking estrogen, were successful. Mulvaney met with President Biden at the White House and received a letter of congratulations from Vice President Kamala Harris on having spent a full year documenting the gender change on social media.