Bud Light experienced a massive sales drop across the nation after enlisting transgender TikTok star Dylan Mulvaney as a spokesperson, leading to a huge consumer backlash.

Fox News is reporting that bar owners and beer industry experts have reported that the brand’s decision to engage in the culture wars has alienated its traditional demographic, including sports fans, working people, and women.

Jeff Fitter, owner of Case & Bucks, a restaurant and sports bar in Barnhart, Missouri, said, “In Bud Light’s effort to be inclusive, they excluded almost everybody else, including their traditional audience.”

Anheuser-Busch, the maker of Bud Light, is headquartered in nearby St. Louis.

Yet even Fitter’s bar witnessed a drastic decline in sales of the hometown beer among loyal local consumers this week according to Fox News.

Sales of Anheuser-Busch bottled products dropped 30% over the past week, while draft beer sales plummeted 50%.

Similar stories are emerging from around the country.

At Braintree Brewhouse in Massachusetts, a large sports bar just outside Boston, Bud Light usually outsells rival products Miller Lite and Coors Light 25 to 1. However, this week, 80% of Bud Light drinkers ordered something else, according to Brewhouse owner Alex Kesaris.

The remaining 20% who ordered Bud Light were reportedly not on social media and hadn’t yet heard about Mulvaney. After learning about the beers new spokesperson from fellow patrons, they did not order Bud Light again.

In Hell’s Kitchen, a New York City neighborhood known for its large and vocal gay community, one pub reported that Bud Light draft sales dropped 58% this week, while Bud Light bottle sales fell by 70%.

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For a brand as large as Bud Light, the public relations catastrophe already represents millions of lost dollars, even if the consumer revolt were to end tomorrow.