I'm not much of a beer drinker these days but when I do it certainly isn't Bud Light and never has been in the past. I'm more of a craft guy these days. But talk about not realizing your market. They didn't' realize their biggest customers were conservative men, some might even say red necks, certainly working men. So now they have pissed off their biggest portion of their customer base. It would seem to me that they have painted themselves into a corner, they can't really back down without pissing off the "woke" people who will then take up the crusade to push Budlight out of business. The last time I remember somebody not reading the room was when Natalie Marnes of the Dixie Chicks a very popular Country Western group, whose fans were conservative, mostly Southern, NASCAR watching, maybe even rednecks, etc. After she opened her big mouth...they pretty much dropped off the radar. Fans, most of whom voted for Bush and liked him and supported the Iraq war just voted with their feet or maybe their ears ..certainly their pocketbook. It was March 10, 2003, when Natalie Maines of the Dixie Chicks — now the Chicks — told a crowd in London that they were "ashamed the President of the United States is from Texas," referring to George W. Bush. She made that remark during the run-up to the U.S. invasion of Iraq.