Two locations managed by the Ardagh Group, an international leader in glass bottle production, are confronting closure in the wake of declining sales for their primary client, Anheuser-Busch’s Bud Light.

The faltering demand follows Bud Light’s ill-advised promotion with transgender influencer Dylan Mulvaney, which sparked nationwide boycotts, damaging the beer brand’s reputation and impacting over 600 jobs.

The Ardagh plants, based in North Carolina and Louisiana, are preparing to shutter their doors in July, affecting the livelihoods of nearly 645 employees, as reported by WRAL.

While Ardagh did not directly link the closures to Bud Light’s sales slump, there is a correlation.

It is irrefutable that Mulvaney’s video announcement of the Bud Light collaboration, which made waves on social media back in April, prompted a a huge reduction in demand for the beer.

An unidentified machine repair mechanic said that this dip in demand compelled the Louisiana and North Carolina plants to decommission some of their machinery, directly attributing this to “the Bud Light situation.”

An internal Ardagh Group memo, disclosed plans to close the plants “due to slow sales with Anheuser-Inbev.”

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Long-serving employees confirmed that much of the business at these plants involved producing bottles for Budweiser and Bud Light, so this decision did not come as a surprise.

Furthermore, staff at the Wilson, North Carolina plant claimed that their manager verified that the plant was closing due to the Bud Light boycott.

“Because of Budweiser no longer selling the bottle, they no longer needed our product,” said David Williams, a machine repair mechanic, in a conversation with WRAL.

The troubles for Bud Light started to brew after the company launched a promotion in April, celebrating a full year of Mulvaney’s “girlhood” with specially-designed cans.

The move led to an extensive online backlash and nationwide boycotts, causing a steady decline in sales that is yet to reverse. Consequently, Bud Light’s market value has shrunk by billions of dollars.

In an effort to mitigate the situation, Anheuser-Busch has adopted a number of strategies. These include offering major discounts and rebates that make Bud Light “basically free to the consumers” in certain markets.

The company has also increased its marketing budget, rolled out a new summer ad campaign, and even arranged for CEO Brendan Whitworth to appear on “CBS Mornings” to discuss the controversy.

Nevertheless, these interventions have failed to revive Bud Light sales. According to data from NiselsenIQ, provided by Bump Williams Consulting to FOX Business, sales were down 24.4% compared to the same time last year for the week ending June 3. During this period, Bud Light was overtaken by Modelo Especial, which became the top-selling beer brand in terms of revenue.

For his part, Mulvaney criticized the controversy stirred by the Bud Light campaign, claiming it incited “more bullying and more transphobia than I could’ve ever imagined.” He also voiced frustration with the company for not providing adequate support during the ensuing backlash.

The ongoing boycott of Bud Light is a huge statement to corporations to pay attention to their customer base, stick with their products and services and stay out of social and political agendas. It is wrong for so many Americans to lose their jobs over issues completely unrelated to their brand.

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