Here are the real world effects we've seen since backlash against Bud Light began over its partnership with trans influencer Dylan Mulaney. For one, retail sales of Bud Light were down to 17% this week compared to last year, according to data from Bump Williams consulting. Coors Light and the Light both grew 17%. Two, a pair of senior marketing executives were reportedly put on leave, including a VP who recently spoke about bringing more inclusivity to the brand. It's been into decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. So she didn't talk about trans people specifically, but Light has said that it supported the LGBTQ plus community since the 1980s. Three, and Heiser Bush's stock price is still around its peak from last year, suggesting that investors aren't put off by the controversy.