Molson Coors Beverage Co., the parent company of Coors, experienced a nearly 9% increase in share price after Bud Light, a rival beer company, announced its partnership with transgender social media influencer Dylan Mulvaney for an ad campaign that stirred controversy across the nation.

Molson Coors’ stock price climbed from $51.68 to $56.25 per share following the campaign announcement.

Mulvaney, who boasts over 10 million followers across platforms like TikTok and Instagram, disclosed her collaboration with Bud Light on April 1.

Anheuser-Busch, Bud Light’s parent company, commemorated one year since Mulvaney’s gender transition by sending her a specialized can featuring her likeness.

The ad campaign, however, faced backlash from conservatives who argued that the partnership tarnished the iconic American beer brand.

Calls to boycott Bud Light ensued, with celebrities like Kid Rock and country singer Travis Tritt joining in.

GOP Congresswoman Marjorie Taylor Greene also announced her switch from Bud Light to Coors, posting a photo of a 24-can case of Coors Light on Twitter and quipping, “I would have bought the king of beers, but it changed its gender to the queen of beers.”

Despite the criticism, some online users pointed out that Coors has also launched its own LGBTQ ad campaign.

In response to the controversy, Anheuser-Busch InBev CEO Brendan Whitworth issued a statement, titled “Our Responsibility To America,” which included an apology.

Critics, however, claimed the apology did not go far enough.

Whitworth’s statement read, “We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.”

Over the weekend, Budweiser released a patriotic-themed advertisement featuring its renowned Clydesdale horses traveling across the country from New York to the Grand Canyon.

The ad’s narrator asserted, “This is a story bigger than beer. This is the story of the American spirit.”