Two conservative-run companies which introduced alternatives to Bud Light are witnessing massive sales as Americans continue to boycott the controversial brew.
Anheuser-Busch, the company which produces Bud Light, has witnessed backlash after executives partnered with social media influencer Dylan Mulvaney, who chronicled his supposed “gender transition” from male to female on TikTok. Sales for draft beer products marketed by Anheuser-Busch fell as much as 50% in the immediate aftermath of the campaign and continue to decline weeks after the controversy as drinkers search for alternatives.
Two such alternatives are Conservative Dad’s Ultra Right Beer and Armed Forces Brewing Company, which are each raking in cash as they market to customers disillusioned by Bud Light.
Ultra Right has been operating for less than two weeks, but expects sales to surpass $1 million by the end of the weekend, according to a report from Fox Business. The venture has gained more than 10,000 customers and sold over 20,000 six-packs since the launch earlier this month. The company’s products, which also include apparel, are advertised as “100% woke free.”
Ultra Right CEO Seth Weathers said in a social media advertisement that his company is brewing the product in Lawrenceville, Georgia. “We’re a movement of people that are speaking up and saying no to the woke nonsense,” he said. “We’re going to have a lot of fun, we’re going to drink a little beer, and we’re going to take back our country.”
Armed Forces Brewing Company, which had been established before the Bud Light fallout, saw their sales increase 600% in the wake of the Mulvaney brand deal, according to a report from Outkick. “We’re simply making very good beer and we’re proud of our liquid,” Armed Forces Brewing Company CEO Alan Beal told the outlet. “I think those are company values and brand messaging that 99% of Americans can get behind. Communists obviously won’t like our beer or company values, but who doesn’t want to tribute a service member?”
Alissa Heinerscheid, a marketing executive for Bud Light who was responsible for the Mulvaney campaign and is now taking a leave of absence, previously stated that she wanted to amend the “fratty” brand image Bud Light projects and introduce more “inclusivity” to the product. Armed Forces Brewing Company said on social media that their company is “fratty” and “proud of it.”
Other brand managers for Bud Light have likewise failed to make amends with customers unnecessarily alienated by the partnership with Mulvaney. Anheuser-Busch CEO Brendan Whitworth issued a statement in response to the controversy but did not make mention of Mulvaney or apologize to customers. “We never intended to be part of a discussion that divides people,” the executive said. “We are in the business of bringing people together over a beer.”
Mulvaney continues to have a seemingly bottomless demand from companies which desire his endorsement even as their consumer bases voice frustration: makeup brand Ulta Beauty and fashion house Kate Spade have each partnered with the influencer, as have grocery delivery service Instacart, toothpaste brand Crest, and skin care line CeraVe.