# Bud Light and Dylan Mulvaney

> A sponsored Instagram post preceded a boycott and a 23% US weekly sales drop year-on-year.

- Owner: Bud Light / Anheuser-Busch
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2023-04-01
- Peak proxy date: 2023-04-06
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 38 (Niche), v1.3
- Mechanics: Controversy, Response chain, Platform jump, Press loop, Political adoption

## Summary

A sponsored Instagram video prompted boycott calls and beer-destruction videos on Twitter and TikTok. Bud Light’s retreat drew a second boycott from LGBTQ bars. Retail sales fell, and Modelo displaced it as the top-selling US beer in May.

## Timeline

- 2023-04-01 — Dylan Mulvaney (Instagram) — Mulvaney posted a sponsored March Madness video showing a personalized can Bud Light had gifted her.
- 2023-04-02 — @numberonepal (X) — Numberonepal reposted Mulvaney’s Bud Light promotion on Twitter.
- 2023-04-04 — Kid Rock (X) — Kid Rock posted a video shooting cases of Bud Light.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/mcp#api).

Canonical URL: https://howitspread.com/cases/bud-light-dylan-mulvaney

Cite as: How It Spread (2026). “Bud Light and Dylan Mulvaney.” Case HIS-01749. Spread Score v1.3: 38/100. Updated 2026-10-26. https://howitspread.com/id/HIS-01749