15 April 2023 , 13:47
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Budweiser, one of the world's biggest names in beer, is facing extreme backlash over an advertising partnership with a transgender influencer - including bomb threats.
Facilities across the US, including in Los Angeles, were faced with bomb threats in the wake of a controversial marketing partnership with Dylan Mulvaney.
The Los Angeles Police Department (LAPD) responded to a bomb threat made to the Budweiser factory in Van Nuys on Thursday, April 13, at around 9am local time.
A bomb squad was also reportedly dispatched to the location and the building was swept.
LAPD Lieutenant Letisia Ruiz said: "There was a search that was condcted in the premise of the building but there was nothing identified as a threat".
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A spokesperson for Anheuser-Busch confirmed Friday that, in fact, multiple additional facilities across the country had also faced threats, though the exact number and locations are unknown. (Google)It comes as the brewing company stands firm on its association with Mulvaney, despite backlash from conservatives and musicians including Kid Rock - who posted a viral video shooting at cases of Bud Light for target practice.
But there's also been outrage at the outrage, with the likes of Howard Stern and Joe Rogan speaking out. Stern slammed the fury as overblown, while Rogan called the backlash "goofy" in a recent show.
Dylan Mulvaney has almost 2 million Instagram followers and 10 million TikTok followers (dylanmulvaney / Instagram)
Mulvaney's sponsored Instagram post, which sparked the controversy, was less than a minute long (dylanmulvaney / Instagram)The controversy stems from a post on Mulvaney's Instagram account, which was almost two million followers, sponsored by Bud Light for their March Madness contest.
In the video, less than a minute long, she talks about the $15,000 giveaway that the company sponsored during March Madness. She also mentions the company sent her a 'tallboy' can with her face on it, to celebrate a full year of her 'Days of Girlhood' series which documented her transition online for followers.
In a statement issued on April 14, CEO Brendan Whitworth said: "As the CEO of a company founded in America's heartland more than 165 years ago, I am responsible for ensuring every customer feels proud of the beer we brew. We're honored to be part of the fabric of this country."
Anheuser-Busch CEO Brendan Whitworth pictured during a meeting with AB Inbev in New York (BELGA MAG/AFP via Getty Images)The former Marine lieutenant and CIA officer went on to say: "We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.
"My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another.
"As CEO of Anheuser-Busch, I am focused on building and protecting our remarkable history and heritage.
"I care deeply about this country, this company, our brands and our partners. I spend much of my time travelling across America, listening to and learning from our customers, distributors and others.
"Moving forward, I will continue to work tirelessly to bring great beers to consumers across our nation."
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Anheuser-Busch Budweiser and Bud Light brand beer sits on display for sale in a supermarket (Bloomberg via Getty Images)Prior to this statement, the only comment on the matter from parent company Anheuser-Busch was to confirm that the Bud Light cans with Mulvaney's face were a personal gift, and not for sale to the public.
The company had previously defended its decision to work with Mulvaney - who has also faced controversy over a recent brand deal with Nike.
Speaking to Fox News, a spokesperson said: "Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics."
In the 'Make Yourself at Home' podcast, vice president of marketing, Alissia Heinerscheid, highlighted the campaign with Mulvaney, saying she wanted to transform the Bud Light brand.
This combination photo courtesy of Anheuser-Busch shows the brands Budweiser and Bud Light brewed by the brewing icon in St. Louis, Missouri (AFP/Getty Images)
Dylan Mulvaney attends Miscast23 at Hammerstein Ballroom on April 03, 2023 in New York City (Getty Images)"I'm a businesswoman," she said, "I had a really clear job to do when I took over Bud LIght, and it was: 'this brand is in decline, it's been in decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light'."
Talking about the company's previous branding and reputation, she said: "We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humour, and it was really important that we had another approach".
The boycott has taken off on social media, with plenty of people weighing in on the debate.
However, there has not been a clear specific demand from boycotters.
It comes amid a backdrop of complaints across the US about brand partnerships with transgender people, and as Republican state lawmakers are proposing legislation which would regulate the lives of transgender youth, restrict drag shows, and require schools to 'out' transgender students to their parents.