Last spring, a marketing grunt at Bud Light sent TikTok star Dylan Mulvaney, a trans woman, custom cans of beer featuring her picture. As intended, Mulvaney posted about the beer on social media, igniting a firestorm and a boycott of the brand. Men revolted. Bars stopped serving it. Bud Light lost its status as the top-selling beer in America; it’s only back up to number three today.