Bud Light, facing backlash for its association with transgender influencer Dylan Mulvaney, has announced a $200,000 donation to an LGBTQ+ nonprofit organization.

This move comes as the brand tries to navigate the mixed signals it has been sending regarding its ties to Mulvaney.

In a press release, Bud Light stated it will extend its partnership with the National LGBT Chamber of Commerce (NGLCC) “to continue supporting economic opportunities and advancements for LGBTQ+ Americans and business owners across the country,”

Bud Light’s parent company, Anheuser-Busch, emphasized its strong track record of supporting the LGBTQ+ community. However, conservative critics have launched a boycott against Bud Light and other Anheuser-Busch brands, resulting in declining sales and a staggering $27 billion drop in the company’s market value.

Throughout this controversy, Anheuser-Busch has remained mostly silent, occasionally contributing to further confusion. The CEO released a vague statement about “bringing people together over a beer,” which did not sit well with Bud Light’s customer base or the LGBTQ+ community.

Bud Light’s response to the situation has been inconsistent. While they announced their sponsorship of the Cincinnati Pride Parade, their logos no longer appear on the parade’s website, leaving the reason for their removal unclear.

The Cincinnati Pride Parade and Anheuser-Busch have been contacted for comment but have not responded.

The fallout from this controversy extends beyond financial losses for Anheuser-Busch. Gay bars in Chicago have joined the boycott, distancing themselves from Bud Light. The brewer’s attempts to clarify the situation, emphasizing that Mulvaney’s involvement was a one-time collaboration, have not appeased critics.

To mitigate damage among its conservative customer base, Anheuser-Busch has given away free cases of Bud Light and Budweiser for Memorial Day weekend.

They have also repurchased unsold cases of beer that have surpassed their expiration dates. In addition, Budweiser, Bud Light’s sister brand, released a commercial featuring Harley-Davidson, but it received criticism for pandering to disgruntled consumers.

This week, Anheuser-Busch was it by a 5% stock drop.

According to Dow Jones Market Data Group, the company’s market capitalization fell to $107.44 billion through the end of May — down more than $27 billion from the $134.55 billion value the company enjoyed on March 31, the day before the now infamous Mulvaney partnership went live.

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