Anheuser-Busch is set to launch a line of camouflage aluminum bottles for its Bud Light and Budweiser brands in an effort to boost sales after its promotion of a transgender influencer sparked a boycott.
The company is partnering with the Folds of Honor, a nonprofit organization that provides educational scholarships to families of fallen and disabled American military service members and first responders, to create the limited-edition bottles. The bottles will be available for purchase starting in June.
The move comes after Anheuser-Busch faced backlash from consumers in April for promoting Dylan Mulvaney, a transgender woman who famously detailed “365 days of girlhood.” The company printed cans with Mulvaney’s face on it that it claimed was for private use only, but the images were leaked online and sparked a boycott.
Anheuser-Busch has since apologized for the incident and said it would not work with Mulvaney again. The company has also said that it is committed to diversity and inclusion.
The launch of the camouflage bottles is seen as an attempt by Anheuser-Busch to appeal to a more conservative audience. The camouflage design is often associated with the military and patriotism, two values that are held dear by many conservatives.
It remains to be seen whether the camouflage bottles will be enough to boost sales for Bud Light and Budweiser. However, the move is a clear sign that Anheuser-Busch is taking the transgender controversy seriously and is trying to repair its image with consumers.