Bud Light has experienced a significant drop in sales at bars and restaurants across the United States following the company’s decision to collaborate with controversial transgender influencer Dylan Mulvaney.

Axios reports that approximately 3,000 locations using BeerBoard’s technology logged a 6% decrease in Bud Light sales between April 2 and April 15, coinciding with calls for boycotts against the company.

The Bud Light and Mulvaney partnership began on April 1 and immediately faced backlash as several high-profile conservatives denounced the brand.

In the week following the announcement, Bud Light sales plunged 11%, with sales further declining 21% in volume the subsequent week, according to data from NielsenIQ and Bump Williams Consulting.

The Wall Street Journal reported that Anheuser-Busch’s Daniel Blake, who oversees marketing for the company’s mainstream brands, has been placed on leave in connection with the incident.

Alissa Heinerscheid, Bud Light’s vice president of marketing and a subordinate of Blake, was also placed on leave late last week.

An Anheuser-Busch spokesperson stated in an email that Heinerscheid and Blake have both decided to take leaves of absence, although sources familiar with the matter suggest these decisions were not voluntary.

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Anheuser-Busch is currently implementing internal adjustments within its marketing department to ensure that “senior staff are fully connected to decisions about brand activities,” as reported.

The company maintains that these measures will help them focus on their core strengths, including brewing high-quality beer for all consumers and making a positive impact in their communities and the country.

Following the Mulvaney controversy, a video surfaced of Heinerscheid discussing her desire to change Bud Light’s image during a recent podcast.

She shared her goal to evolve and elevate the iconic brand by incorporating inclusivity and shifting the tone to appeal to both women and men.

Heinerscheid emphasized the importance of representation in the evolution of Bud Light, moving away from what she mistakenly called the brand’s previous “fratty, out-of-touch humor.”

Heinerscheid acknowledged the challenges Bud Light faces, stating, “I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.'”

Truth is if Bud Light, and other similar brands, continue in a “woke” direction there will be no future for those brands.

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