Bud Light has announced changes to its marketing strategy after a contentious move to sponsor a trans activist.

The brewing giant’s decision to offer a paid partnership deal with social media star Dylan Mulvaney sparked a boycott among conservative customers, as accusations of woke pandering flew as widespread as ice-cold beers on a hot summer day.

The partnership deal included sending Mulvaney a commemorative can honoring the anniversary of her “gender transition.”

Critics of the deal were quick to paint it as a clear pro-trans stance, out of line with the majority of Bud Light’s consumer core.

The reaction was particularly fierce among conservatives, who interpreted it as an unwanted intrusion of progressive politics into their favorite advertiser’s content.

The controversy took its toll on the brand, with sales dipping for over a month since the announcement in April.

Similar products, meanwhile, saw significant increases in sales.

Bud Light has reportedly responded by buying unsold cases of the beer that are past their expiration date, signaling a change in the brand’s direction and an attempt to draw back to its original formula that appeals implicitly to its core customers.

Bud Light’s shift in tactics comes amid an ongoing trend against transgender rights in the country, highlighted by recent Republican-led legislative moves in several states aimed at rolling back trans rights.

As the issue spills into the mainstream, beer brands and other companies have been caught between progressive ideals and conservative norms and have looked to advertising as a strategy for navigating the conflicts.

While Bud Light’s move into trans-positive messaging was roundly criticized by conservatives, experts noted the positive impact of the brand’s previous links to sports and country music in appealing to its consumer base.

Outlets report the brand is already exploring new messaging strategies, which would include a return to football and country music-themed advertising in a bid to reconnect with its traditional audience.

In a statement released last month, Bud Light’s parent company Anheuser-Busch insisted the deal with Mulvaney was one of several with various influencers across demographics and that the commemorative can was intended as a personal gift.

The statement distanced itself from being seen as taking a position in the culture war.

The company has since announced managerial changes following the backlash.

As the issue of transgender rights continues to boil over, Bud Light’s recent attempt to support the cause could ultimately end up being a costly move for the beer behemoth.

The question now is how the company will navigate the difficult straits of culture wars and its impact on sales.

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