Over a year has passed since Dylan Mulvaney became a household name, and yet the cultural fallout from her short-lived Bud Light partnership still smolders across social media, sports arenas, and now George Strait concerts. A resurfaced video clip of Mulvaney on TikTok has reignited a fierce debate online — and made one thing abundantly clear: this isn’t going away any time soon.
The video in question, dated February 1, 2022, shows Mulvaney discussing a conversation she had with her parents about her evolving identity. The clip touches on her journey from identifying as gay to queer, non-binary, and ultimately transgender. But what’s sparking controversy now is her tongue-in-cheek comment about a woman “getting her pregnant” — a remark critics claim mocks the biological realities of childbirth and women’s health.
Though the video isn’t new, it’s making the rounds again at a very inconvenient time for Bud Light’s parent company, Anheuser-Busch. The beer brand is still suffering the financial consequences of its brief campaign with Mulvaney in early 2023 — a marketing decision that sparked boycotts, outrage, and a staggering decline in sales. As of this writing, Bud Light’s sales are reportedly down nearly 30%, a historic drop for one of America’s most iconic beer brands.
The backlash isn’t just online. At a recent George Strait concert in Columbus, Ohio, a viral video showed a full stock of untouched Bud Light at the concession stand. In just 11 seconds, the clip painted a devastating picture: no one wants to be seen drinking Bud Light. The tweet that accompanied the video summed it up: “Nobody is buying Bud Light.” And it’s not the first such video — footage from Red Sox games and other events show similar results.
So how did a single social media campaign cause such catastrophic damage?
The answer may lie in the growing divide between corporate branding and cultural politics. Mulvaney’s critics argue that her rise to fame is more about marketing than authenticity — a “grift,” as some have bluntly put it. They claim she has shifted identities in a bid for viral fame, eventually landing on a transgender persona that brought mainstream attention and lucrative brand deals. Her critics view the recent resurfaced TikTok clip as confirmation of this strategy: playful, provocative, and intentionally controversial.
Meanwhile, Bud Light finds itself in an impossible position. If the brand apologizes to its core consumers, it risks further backlash from the LGBTQ+ community and its allies. If it stays silent, it continues to lose trust among traditional buyers — many of whom feel alienated by what they see as unnecessary political messaging in their beer ads. Bud Light has, so far, tried to distance itself from the controversy without issuing a full apology. But that middle ground seems to be pleasing no one.
And the damage goes beyond beer. Other brands like Target have also taken hits for supporting Pride-related campaigns. Target reportedly lost nearly $19 billion in market value during a similar backlash. As Pride Month looms once again, many corporations are reevaluating how they navigate inclusivity campaigns — and whether the cultural cost outweighs the corporate gain.
The person at the center of it all, Dylan Mulvaney, has largely stayed out of the fray. While her critics accuse her of exploiting identity for attention, her supporters argue she’s merely living authentically and being targeted for it. Regardless of which side you fall on, one thing is undeniable: Mulvaney has become a symbol — intentionally or not — of a larger cultural war over gender, identity, and corporate virtue signaling.
And for Bud Light, the numbers don’t lie. Whether it’s full shelves at concerts or declining stock prices, the message from consumers is clear. People are voting with their wallets. And they’re not just boycotting — they’re replacing. Competing beer brands have reported a surge in sales as drinkers abandon Bud Light in droves.
The story is far from over. Pride Month is just around the corner, and with it comes renewed scrutiny on brands that wade into social advocacy. Will companies double down or back off? Will Bud Light attempt a rebrand or continue to ride the storm? And what about Mulvaney — is this the peak of her visibility or merely the beginning?
One thing’s for sure: in a digital age where every tweet, clip, and campaign can trigger a cultural landslide, brands can no longer afford to ignore the weight of public opinion — especially when it comes to identity politics. The Bud Light saga isn’t just about beer anymore. It’s about what happens when marketing meets controversy, and nobody walks away unscathed.
