Bud Light distributors have reported experiencing sales declines of between 7-15 percent for two months running; as such, many have begun giving out free beer according to reports. Though its long-term ramifications are difficult to assess, boycotts typically fizzle out once their initial momentum dissipates - but that doesn't mean people won't still talk about them! Employees are being harassed on the job. Even though discrimination based on sexual orientation is illegal, LGBTQ employees at Bud Light have experienced bullying and threats online. The company claims it has taken measures to protect workers; including offering $500 bonuses to delivery drivers, sales reps, independent distributors, as well as providing training on identifying and reporting threats. Anheuser-Busch InBev has increased ad spending for both its Bud Light brand and beer targeting women and minorities, as well as making its brewing facilities more inclusive by providing extra benefits such as paid leave and flexible work arrangements to its breweries. Furthermore, Anheuser-Busch InBev signed onto the Human Rights Campaign's Corporate Equality Index which rates companies with LGBTQ-friendly policies. Although Bud Light increased advertising spending, its sales still dropped 17% year-on-year as reported by Bump Williams Consulting's analysis for The Wall Street Journal; on the contrary, Miller Lite and Coors Light both saw increases. Some of the sales decline may be the result of "buycotts," in which customers try to support those targeted with boycotts by purchasing their product instead. According to experts, most buycotts eventually fizzle out and it is rare that they cause lasting harm to a brand. Bud Light's traditional core audience feels betrayed by their beer's partnership with trans influencers. These customers feel as if the company has gone too far in its support for LGBTQ rights and is trying to court a younger demographic that they do not identify with. The company appears to be trying to weather the storm by placing two executives who oversaw its ad with Mulvaney on leave and canceling an event in Missouri due to safety concerns; but some frontline workers, specifically Bud Light delivery drivers and independent distributors have experienced backlash due to boycott. Many were harassed on-the-job or threatened with physical violence as a result. Employees are being threatened. Frontline workers at Bud Light have received many hostile messages since it partnered with trans influencer Dylan Mulvaney for a March Madness promotion and then released her can design to social media for publication. This quickly escalated into a boycott that has since caused sales declines at Anheuser-Busch parent company; shares have fallen 11 percent since April 1st when controversy first broke. The company is trying to weather this storm by offering free cases of beer to wholesale distributors and releasing new ads for Bud Light. Additionally, they plan on tripling their marketing spending on it. While these measures might help, their effectiveness remains uncertain; at any rate they are worth giving a shot. But boycotts rarely last. Sooner or later, their media exposure fades and consumer enthusiasm wanes - this was true of both Keurig Boycotts from 2017 and, most recently, when people protested pink M&Ms. This time around, however, it appears to have been more effective and will probably last longer than previous efforts. Key target audiences for Bud Light such as conservative pundits and politicians have spoken out against its brand while singer Kid Rock and country musician Travis Tritt have both announced they no longer include it in their tour riders. Bud Light delivery drivers, sales representatives and independent distributors have been particularly hard hit by this boycott. Some have been verbally attacked on the street while others have had their homes vandalized; one distributor reported receiving "tons of phone calls from people being very hateful". Brewing giant MillerCoors has increased efforts to support frontline employees impacted by the boycott, offering bonuses of $500 for those affected. They have also created a special team dedicated to monitoring online threats and negative feedback, in addition to offering counseling support services for employees affected by it. Employees are being discriminated against. As criticism against Bud Light escalates, some employees are experiencing discrimination and fearing for their safety. As part of its response, Human Rights Campaign sent Anheuser-Busch a letter warning it could suspend its rating on Anheuser-Busch's corporate equality index unless immediate steps were taken to protect lesbian, gay, bisexual, transgender, and queer workers' safety and well-being. HRC's Corporate Equality Index grades companies according to how effectively they provide discrimination-free benefits while encouraging an inclusive workplace culture within and global promotion of LGBTQ equality worldwide. While the boycott against Bud Light is having a dramatic effect on its parent company, distributors who rely on sales of its brand have also experienced severe revenue loss as a result of it. According to ABC News reports, some distributors have experienced substantial revenue decline and may need to take measures such as offering salary compensation to commission-based salespeople or sponsoring community events as a response. One distributor reported to the network that sales have seen a 25% decrease since the controversy started, particularly at bars and restaurants, and has also lost market share to competitors. Bud Light parent company AB InBev CEO Michel Doukeris addressed the controversy on a conference call with investors last month, by downplaying its partnership with transgender influencer Dylan Mulvaney by noting "we must emphasize that this was one can, one influencer and one post and not part of an ongoing campaign". Doukeris' comments did little to quell conservative right backlash. US Sens. Ted Cruz and Marsha Blackburn sent a letter to Anheuser-Busch criticizing its promotion and asking the company "to stop spreading misinformation about this incredible young woman". Bud Light's boycott is also damaging its standing among LGBT consumers, who account for five percent of total consumer base and have over one trillion in purchasing power. A survey conducted by LGBT Capital revealed that 77% of Americans believe Bud Light should be more open to working with members from the LGBTQ community; yet many LGBT individuals feel betrayed by its decision to end its partnership with Mulvaney. Employees are being harassed on social media. Since Bud Light collaborated with TikTok influencer Dylan Mulvaney for its March Madness advertising, conservatives have taken swift action. Anheuser-Busch responded by placing two executives, Alissa Heinerscheid who oversees Bud Light, and Daniel Blake who handles multiple Anheuser-Busch brands on leave; their return or termination remains unknown at this time. Boycotts have taken their toll, with Bud Light US sales falling nearly 25% year-to-date and Modelo Especial taking up 8.4% market share according to consultancy Bump Williams; nonetheless, Bud Light remains America's best-selling beer. Longer term, this could change, as Professor Tuchman contends boycotts typically have more of an effect on a brand's reputation than their bottom line. Furthermore, when threatened products come under threat people tend to stop purchasing it rather than changing their behavior altogether. Not yet clear is how many boycotters will return to drinking Bud Light once the backlash subsides; but some already have. Nashville bars owned by musician Kid Rock and country music star Travis Tritt were both subject to conservative backlash for their anti-Bud Light positions; both also received criticism from conservatives due to this action. Country legend Merle Haggard announced he will no longer include it in his tour rider. Many Bud Light employees have reported being subjected to harassment online, including being threatened with violence and having their personal information posted publicly online. Reportedly, police have been asked to investigate these threats against employees of the company. Many threats against Bud Light's frontline salespeople who rely on commission for their salary have been directed at front-line employees who resent its declining popularity and American's use of car horns, middle fingers and jokes to mock it. Bud Light may face additional backlash among consumers who object to sexual assault and its aftermath, including rape. An outraged consumer might veer toward purchasing other alcohol beverages instead - such as wine or hard liquor. A boycott may also deter them from purchasing Bud Light at events where fellow beer drinkers might be present.