This attempt on Bud Light’s part to be forward-thinking about how its customers live and love has been met with a backlash by one group of people who seem to believe that another group of people should not exist. Kid Rock used his gun to shoot several cases of the beer; another guy destroyed a can of Bud Light with a baseball bat in a typical digital tantrum.
Mulvaney’s celebration for some reason threatened the very existence of a whole bunch of guys who aren’t ready for that reality. This will surprise no one who has ever been a small boy. Every boy knows the sting of being called a sissy. Boys are raised to believe that so-called feminine traits represent a danger they must avoid. Boys learn early that they can expect to be punished if they stray in any way into risky, weakening feminine behaviors. These lessons take root deep in our psyches as youngsters, and they stay there forever.
Men need to move beyond the idea that dominating other human beings and engaging in endless emotional barricading is how to show the world that they’re “masculine.” The concept needs a de-gendering. Perhaps to some, masculinity only means that you are self-assured, confident, not easily threatened and won’t be told what to do, what you can’t wear, whom you can love. But there are literally millions of people who possess these traits regardless of sex or gender identity.
As pb's said, the bigger problem for Anheuser-Busch was the sanctimony of Alissa Heinerscheid in trashing the Bud Light customer base. Still, I can't imagine how a sensible organic woman wouldn't have been insulted by the March Madness commercial.
In any event, there's no boycott. For a sizable portion of the Bud Light customer base, the beer has become a symbol of the snootiness of the trans elite.