The fallout from Anheuser-Busch’s decision to sponsor male-to-female transgender influencer Dylan Mulvaney in a social media ad campaign to promote Bud Light continues to spread as a new report claims Mulvaney’s colleagues in the niche transgender influencer community are now struggling to gain the attention of multinational corporations.
Multiple transgender influencers are coming forward in the wake of the Bud Light backlash, according to the New York Post, which reports that many more are hurt by the fallout but remain unwilling to speak publicly for fear of reprisal.
Male-to-female transgender influencer Rose Montoya told the outlet that “Last year was my best yet,” adding that prior to Mulvaney, “I had everything — skincare brands, TV networks, advocacy groups, lots of start-ups. They all reached out. Now I’m not hearing from them.”
The influencer partly blamed an “over-saturated” market, but emphasized that “the fact that there’s been a chill probably isn’t helped by the whole Bud Light thing.”
A second influencer, non-binary Hollywood hopeful Elle Deran, shifted blame to Budweiser while speaking to the Post.
“Bud Light lost their conservative demographic but, in their damage control response, they also alienated and lost their queer supporters,” said Deran.
The influencer reported “a shift” in business, but remained optimistic. “I hope once Pride Month is upon us, these companies will remember that the LBGTQ+ community has money and power and needs them.”
Mulvaney’s first post for Bud Light as a marketing partner featured the trans star with a five-o’clock shado0w in a bubble bath. (Dylan Mulvaney/Instagram)
While the cottage industry of male-to-female social media stars may suffer due to a lack of capital from major brands, Anheuser-Busch continues to reel from the experience too.
This week Bud Light went viral again as consumers reported seeing 24-packs of the once-popular beverage on sale for as low as $19.98 advertised in concert with a mail-in rebate for $20. Prior to taxes, Anheuser-Busch is now paying consumers $0.02 per pack to take its product in some market.
Bud Light sales were recently reported to be down 21.4% amid the Mulvaney fallout, and the backlash is spreading across other Anheuser-Busch brands, which were recently reported to be down more than 12% across the board.
