Bud Light experienced a staggering 17% drop in sales following its controversial marketing partnership with transgender influencer Dylan Mulvaney, according to data from NielsenIQ and Bump Williams Consulting.

The beer brand’s sales fell 17% in dollars, and volume dropped a significant 21% in the week ending April 15.

This decline far surpasses the 6% drop in sales dollars and 11% drop in volume the brand suffered in the week immediately after the Mulvaney campaign’s April 1 launch on social media.

An April 23 report from beer-focused newsletter Insights Express called the figures “staggering” and highlighted the challenging situation for Anheuser-Busch, Bud Light, and its distributors.

Amid the negative publicity, Anheuser-Busch announced that marketing executives Alissa Heinerscheid and Daniel Blake, responsible for the Mulvaney campaign, are taking a leave of absence.

As Bud Light struggles, competitors Coors Light and Miller Lite are capitalizing on the situation.

Bud Light’s market share dropped 6.7% last week, while Coors Light and Miller Lite saw increases of 18%.

In the previous week, Coors Light’s market share had risen 10.6%, and Miller Lite’s increased by 11.5%.

Anheuser-Busch distributors are scheduled to meet with the company in Washington, D.C., on Tuesday. Some distributors have already canceled marketing events featuring the Budweiser Clydesdale horses.

Insights Express reported that these distributors are seeking a more developed plan from Anheuser-Busch on how to address the negative attention and declining sales trends.

The 17% decline in Bud Light sales highlights the potential risks companies face when engaging in controversial marketing campaigns.

The fallout from the Mulvaney partnership could have lasting effects on Bud Light’s brand image and market share, as competitors continue to benefit from the company’s misstep.

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