Some Bud Light drinkers who have boycotted the brand truly believe that Anheuser-Busch betrayed them by reaching out to the LGBTQ+ community.
They were outraged when the company partnered with the transgender social-media influencer Dylan Mulvaney in an effort to broaden the audience for the beer brand.
The singer-songwriter Kid Rock kicked off the boycott by shooting up cases of the Anheuser-Busch (BUD) – Get Free Report beer in a social-media video that went viral. But he never really articulated what he was angry about. He may not have had a transphobic message as he never actually mentioned Mulvaney in his video.
Here is what the singer actually said:
“Grandpa is feeling frisky today, Let me say something to all you and me as clear and concise as possible,” he said in the now-infamous YouTube video before turning, drawing an automatic weapon, and shooting up cases of Bud Light. “Fuck Bud Light and fuck Anheuser-Busch,” he said. “Have a terrific day.”
Perhaps Rock hates influencers more broadly, but probably not. His video touched off a protest in which the core complaint is that Anheuser-Busch used a trans woman to reach out to the LGBTQ+ community. (On the other hand, a couple of months later he was spotted at a concert drinking what appeared to be a Bud Light, causing some to howl sanctimony.)
The company wanted more beer drinkers — and decided to use an unlikely spokesperson to go after an audience in which it likely has little market share. Not a big deal, perhaps, but many of the beer’s biggest fans took it as an insult, a betrayal of them as core customers.
That’s not overly logical, but people were clearly angry at Anheuser-Busch for using a transgender person, even in a minor marketing campaign. Now, that same audience, or at least part of it, has found a new target.
Kid Rock is ostensibly the leader of the anti-Bud Light movement.
Bud Light boycotters set sights on shaving company
Straight people, cisgender people, and transgender people all drink beer. Beer companies may market mostly to men, but that does not change that any person from any group can enjoy a beer.
When it comes to shaving, most men, some cisgender women, and some transgender men taking testosterone as part of their transition plan choose to use an electric razor to shave. So, while that may not be as big an audience for an electric-shaver company, transgender men are, in fact, potential customers for companies that sell electric razors.
But the presence of a transgender man on a web page for a Braun shaver has led to calls for boycotts.
“In a Braun Series X Hybrid Trimmers ad, a shirtless trans man with mastectomy scars can be seen using the product, and it has caused many viewers to speak out against the company,” Newsweek reported.
“This is one of hundreds of images on our site showing people using our products — all of which are reflective of the consumers we serve,” the company told Newsweek.
Braun faces social-media hatred, boycott calls
Thousands of social-media posters, some of them notable right-wing figures, don’t see it that way.
“Braun @Braun Is looking hard for its @Budweiser moment,” wrote Jordan Peterson, a right-wing activist and author with 4.7 million followers.
Peterson also made statements describing Braun as “scumrats” and accusing the company of supporting “Mengele-level brutality.”
Most comments were more routine in their calls to boycott the brand.
“Done buying their products. Thanks for letting us know,” @NateFromTexas wrote.
The Constitutional Conservative seemed to sum up the argument held by a lot of posters.
“@Braun created their own Bud Light moment. Apparently, BRAUN Razors thinks that having a biological woman shaving bare-chested showing a mastectomy will sell us ACTUAL MEN razors. The company thinks its a good idea to cater to 0.01% of the population & virtue signal to the woke mob instead of just selling their products,” they posted.
Not every comment was hateful or calling for a boycott.”
“I’m glad to see Braun embracing diversity and inclusivity in their advertisements!” posted @bigxoidy.
@GentemLibertas asked the obvious question:
“But if you’re a woman identifying as a man, where’s the problem in using a men’s trimmer or vice versa?” they posted.