The Real Mystery of Bud Light
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No beverage stays fizzy forever. Bud Light has been America’s best-selling beer since 2001, but its run at the top finally seems to be ending. The troubles started in April, when the brand unveiled a sponsorship deal with the transgender influencer Dylan Mulvaney, sparking a massive anti-trans backlash. Kid Rock filmed himself blasting cases of Bud Light with a rifle. A boycott swiftly spread. By June, the Mexican lager Modelo Especial had claimed the top spot in retail sales, according to the market-research firm NielsenIQ. By one measure, at least, Bud Light was officially no longer America’s most popular beer.
The boycott’s success was stunning. Bud Light had been so popular, for so long, that its sudden decline seemed unthinkable. The truth, however, is that its dominance was never as secure as it appeared, and the boycott merely
