Ultra Right 'Woke Free' Beer Hits Shelves in South

Updated August 31, 2023, 12:00 p.m. PST

• Beer brand Ultra Right’s “Woke Free” beer is hitting the shelves across several Southern states. The beer is a reaction to Bud Light’s controversial partnership with transgender influencer Dylan Mulvaney earlier this year, which triggered a conservative outcry. 
• In a video advertising the beer, CEO Seth Weathers, known on social media as “Conservative Dad”, said:

“America’s been buying beer from a company that doesn’t even know which restroom to use.”

• He continued:

“As Conservatives we’re constantly getting hit in the face, left and right, by the woke mind virus, but the last place we want it is in our beer.”

• The beer has been a success in states like Arkansas and Georgia, surpassing $1 million in sales and selling 20,000 six-packs within two weeks of its April launch. Weathers said:

"Conservatives have had enough of woke corporations, and they’re fighting back with their wallet. We’re doing our part to fight for the causes that matter to our customers by donating a portion of sales to defeating woke school board members across the country."

What's the story?

• The owner of Bud Light beer, Anheuser-Busch, has placed two executives who oversaw Bud Light's sponsorship of transgender internet personality Dylan Mulvaney on leave after the ad campaign sparked outrage and backlash from conservative consumers.
• Ad Age magazine reported that Bud Light's VP of marketing, Alissa Heinerscheid, was placed on leave and will be replaced by former VP of global marketing, Todd Allen. Heinerscheid was the first woman in the brand's history to occupy that role. Daniel Blake, Anheuser-Busch's VP who oversees marketing for mainstream brands, was also put on leave.
• There is speculation that the leaves of absence were not voluntary. The decision comes after Bud Light sponsored two Instagram posts by Mulvaney and sent her a commemorative can of beer with her face on it for a sweepstakes contest promotion. Mulvaney has 1.8 million followers on Instagram and 10.8 million on TikTok and is one of the most popular trans influencers.
• Anheuser-Busch told CNN:

"[We] work with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics. From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.

• CEO Brendan Whitworth said:

"We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer."

What are people saying?

• Prior to the backlash, Heinerscheid said of the decision:

"I had this super clear mandate. It's like we need to evolve and elevate this incredibly iconic brand. It means having a campaign that's truly inclusive and feels lighter and brighter and different, and [that] appeals to women and to men." 

• The campaign was lauded by trans activists who saw the move as a step forward for an industry that caters to a mainstream audience. 
• However, it received outraged press and mockery from conservative media and consumers who felt that the company had no place entering the "culture wars," of which trans rights are a divisive issue.
• Country singer Kid Rock filmed himself shooting cans of Bud Light beer while wearing a MAGA hat days after the Mulvaney collaboration went live.
• Popular country singer Travis Tritt said:

"I will be deleting all Anheuser-Busch products from my tour hospitality rider. I know many other artists who are doing the same."

What was the impact of the collaboration?

• The decision had marked impacts on beer sales — Bud Light sales fell 17% this week compared to this time last year. That same week, sales of rival beers, Coors Light and Miller Lite, grew nearly 18% compared to the previous year.
• The online backlash escalated, and Anheuser-Busch received bomb threats to their Van Nuys, California facility.

Do you support Bud Lights's inclusive ad campaign?

—Emma Kansiz 

(Photo Credit: Twitter)