Bud Light has fallen from its spot as America's top beer, following months of boycotts after the beer brand promoted a transgender influencer.
Bud Light was the second-best-selling beer in the four weeks leading up to June 3, making up 7.3 percent of U.S. retail-store beer purchases. Modelo took first place with 8.4 percent of sales, the Wall Street Journal reported. Bud Light's sales overall are down around 24 percent for the week ending June 3 compared with the same timeframe last year.
The once beloved beer's sales have been on the decline since April, when the brand collaborated with Dylan Mulvaney, a biological male transgender influencer.
Many beer distributers expect the boycott to last a while, and some think it will be permanent. Sixty-five percent of distributors think the boycott will last another six months and 32 percent say it could be permanent, according to a survey from investment firm Jefferies Group.
"Our year is screwed," a distributor for Bud Light parent company Anheuser-Busch told the Journal.
The partnership with Mulvaney was first made public on April 1, when Mulvaney revealed it on social media, showing a Bud Light can featuring the influencer's face. Mulvaney also posted a video drinking Bud Light in a bathtub.
Bud Light and other Anheuser-Busch brands have since run several ads attempting to win back their conservative base, and the company pledged to spend more money on marketing this summer.
Republican senator Ted Cruz (Texas) launched a probe into the company last month over whether the company targeted an underage audience through its Mulvaney partnership.