Bud Light, the popular American beer brand, has been experiencing a decline in sales since its partnership with transgender advocate Dylan Mulvaney, which caused significant backlash.

According to the St. Louis Post-Dispatch, in the week that ended on April 22, Bud Light’s in-store sales had plummeted more than 26%, and the decline is only accelerating. The week before, sales dropped by 21%, and the week before that, it was 11%.

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Despite the controversy, Bud Light remains the best-selling beer in the country, according to Bump Williams Consulting, a Connecticut-based firm that specializes in the alcoholic beverage industry.

However, if the drop in sales continues, Bump Williams, the founder, president, and CEO of the agency, believes that Bud Light could be in serious trouble this year and may lose its No. 1 position at the end of calendar year 2023 to Modelo Especial.

At the beginning of April, Anheuser-Busch, the parent company of Bud Light, shipped a can of Bud Light to Mulvaney, a biological man claiming to be a transgender woman, with his image on it. He later posted a video online of himself drinking the beverage.

Bud Light’s Vice President of Marketing, Alissa Heinerscheid, recently took a leave of absence amid the controversy. When Heinerscheid took over as Vice President of marketing, she claimed the brand was “on the decline” and called Bud Light “fratty” and “out-of-touch,” insisting that the company’s approach needed to change, according to Breitbart News.

Moreover, competing beers such as Coors Light and Miller Lite experienced an 18 percent rise in sales after the transgender controversy ignited. According to a Breitbart News article published on April 25, the overall volume of sales of Bud Light at bars and restaurants dropped by 34.7 percent between April 2 and April 15.

Social media users are now calling for a boycott of Maybelline makeup company after it partnered with Mulvaney in March, according to Breitbart News. One woman tweeted that she would be discarding her Maybelline products after using the brand for 40 years, including the hashtag #boycottmaybelline.

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