Overall, America’s general impression of Bud Light has shifted from positive to negative following Mulvaney’s video, according to data analytics firm YouGov.

Revenue has also fallen. During the week ending June 3, Bud Light’s U.S. retail sales were down 24% compared with the same time last year, the Associated Press reported. Sales of rival Modelo Especial, meanwhile, increased 12%.

On June 15, AB InBev released another statement announcing plans to introduce new marketing for Bud Light.

“Our summer advertising launches next week, and you can look forward to Bud Light reinforcing what you’ve always loved about our brand—that it’s easy to drink and easy to enjoy,” the statement reads.

During his talk at Cannes, Marcondes said Bud Light would begin going around the country to reconnect with consumers.

“It’s coming back,” he said.

Keeping the crown

Despite the controversy, AB InBev remains the planet’s largest brewer. The Belgium-based company oversees more than 500 brands, from Beck’s in Germany to Quilmes in Argentina to Cass in South Korea. At last year’s Cannes Lions, 10 AB InBev brands in seven countries brought home a total of 49 Lions.

During a May earnings call, AB InBev’s chief executive Michel Doukeris noted the drop in Bud Light sales throughout the first three weeks of April represented only 1% of the beer giant’s total sales volume.

“With this perspective, and in the context of our global business, we believe we have the experience, the resources and the partners to manage this,” Doukeris said, adding the company’s annual growth forecast remained unchanged.

In 2022, AB InBev reported $57.8 billion in revenue, up 6% compared with 2021.