Multinational beer titan Anheuser-Busch continues its troubling trend as sales for its flagship brand Bud Light have been in a perpetual downward spiral for over a month following a contentious partnership with self-proclaimed transgender social media influencer Dylan Mulvaney.

This significant downturn in sales, as detailed in data from Bump Williams Consulting and NielsenIQ, has coincided with an uptick in sales for rival brands, adding another layer of complexity to Anheuser-Busch’s predicament.

Related: Failing Coming of Age Movie Hires Mulvaney to Help: Talks About Getting His Period

The data revealed a 23.6% fall in Bud Light sales for the week ending May 6 compared to the same period last year, a slight worsening from the 23.3% drop recorded for the week ending April 29. Furthermore, other brands under the Anheuser-Busch umbrella, including Budweiser, Michelob Ultra, and Natural Light, also reported substantial sales declines during the same weeks.

As we approach the peak beer-selling season, Bump Williams, the CEO of the consulting firm that released the data, expressed concerns to the New York Post about Anheuser-Busch’s dwindling time to rectify this issue.

He pointed out that the typical Bud Light consumer is still anticipating a “genuine and sincere apology” from Anheuser-Busch, along with “crystal clear communication on exactly what happened.”

In response to these concerns, Anheuser-Busch convened with distributors last week to strategize a response. Options under consideration include a possible redesign of Bud Light and Budweiser’s aluminum bottles.

This downturn follows several failed attempts by Anheuser-Busch to mend relations with its consumer base. This includes minimizing the scope of the Mulvaney partnership and the recruitment of experienced Republican lobbyists to regain the favor of conservative consumers, once staunch supporters of the brand.

While Anheuser-Busch is grappling with these challenges, rival brands are reaping the benefits. Sales of Pabst Blue Ribbon and Miller High Life surged in the same period, highlighting a potential shift in consumer preferences.

However, the firm’s attempts to distance itself from Mulvaney have ignited backlash from liberal sectors, who insist that Anheuser-Busch must “stand in solidarity with Dylan and the trans community,” or risk a second boycott.

The controversy surrounding Anheuser-Busch’s marketing moves isn’t an isolated incident in the beer industry. Miller Lite, owned by Molson Coors, recently faced social media backlash for a controversial advertisement criticizing the industry’s history of objectifying female models.

Despite the criticism, a spokesperson for Molson Coors defended the ad, insisting that customers should “appreciate the humor” and denied any controversial content.

In an interesting development, Alissa Heinerscheid, Bud Light’s Vice President of Marketing who supervised the Mulvaney campaign, has taken a leave of absence following leaked footage of her critique of the brand’s “fratty” image.

Similarly, Elizabeth Hitch, the Senior Marketing Director for Miller Lite, seems to have played a significant role in the creation of her company’s contentious ad.

As the dust settles on these events, Anheuser-Busch finds itself in a precarious position, balancing the need to address declining sales, brewing competition, and the fallout from their controversial marketing choices.

The coming weeks will be critical in determining the brand’s trajectory and its ability to reconnect with its core consumer base.