Anheuser-Busch, the company behind Bud Light, has faced backlash on social media for airing a country-themed commercial during the opening round of the NFL draft.

The advertisement featured young women in the rain drinking Bud Light and was accompanied by Zac Brown’s song “Chicken Fried.”

The commercial, seen as an attempt to recover from a PR debacle caused by the brand’s endorsement deal with transgender influencer Dylan Mulvaney, has drawn criticism for its pandering nature.

The video has garnered an additional 10 million views on YouTube, though comments have been disabled.

Outkick’s Zach Dean described the ad as “pure pandering,” writing, “You don’t get to just play one of the most American songs of my time, have a couple cowgirls run around in the rain and assume you’ve fixed everything. Don’t patronize us. We’re not dumb. We may be a little buzzed, but we’re not dumb.”

Dean was not alone in his critique, with several social media users slamming the ad for its insincere attempt to win back Bud Light’s core demographic.

Bud Light’s sales plunged by 17% and 21% in volume in the week ending April 15 after Mulvaney, who identifies as a woman, announced his partnership with the beer brand on April 1.

In a video posted to his 1.8 million Instagram followers, Mulvaney celebrated “365 days of womanhood” and showed off a Bud Light can featuring his face.

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The endorsement deal faced criticism not only for its political implications but also for Mulvaney’s portrayal of women, which some found to be more of a parody than an authentic expression of self-discovery.

Throughout the year, Mulvaney had documented his transition on social media, marking milestones of “celebrating girlhood” with displays of stereotypically feminine behaviors like crying and shopping.

Despite President Joe Biden’s vocal support for gender dysphoric individuals, including children, Bud Light’s partnership with Mulvaney has proven to be a significant marketing misstep.

Beer-focused newsletter Insights Express called the sales decline “staggering,” noting the challenge Anheuser-Busch, Bud Light, and their distributors now face.

Meanwhile, sales of competing brands Coors Light and Miller Lite surged 18% during the same period.

BeerBoard’s technology reported a 6% drop in Bud Light sales at approximately 3,000 locations from April 2 to April 15, following the release of Mulvaney’s promotional video.

As the company grapples with the fallout from its controversial endorsement deal, its latest attempt to salvage its reputation with a country-inspired ad appears to have only deepened the divide with its target audience.

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