The Case of Bud Light and the Partnership with a Transgender Influencer

Bud Light, is an iconic American light lager beer, brewed by Anheṇuser-Busch. On April 1, 2023, transgender Dylan Mulvaney shared a post including a cheerful video on Instagram promoting a Bud Light contest around March Madness. For this promotion, Bud Light send her a personalised beer can with her face on it, to celebrate a full year of her ‘Days of Girlhood’ series. A significant backlash erupted on Twitter as users criticised the advertising campaign, labelling it an attempt to disseminate gender-related propaganda. The ongoing boycott of the brand poses significant risks, not only endangering safety in workplace and retail environments but also threatening a decline in sales, shareholder value, and employment opportunities. Mulvaney too faced an unimaginable level of bullying and transphobia, leading to her being stalked and feeling too frightened to leave her house.