"Bud Light has been losing ground to other beers, such as craft beers and Modelo and Michelob Ultra, as well as to spirits, for quite some time now. It’s looking for new customers wherever it can find them. “The reality is much more simple — it’s that the white male customer who used to drink a lot of Bud Light doesn’t anymore, and Bud Light has no choice but to find people who do,” Infante said. “There’s just no growth for Bud Light in its traditional core audience the way it used to have and used to be able to rely on.”

https://www.vox.com/money/2023/4/12/23680135/bud-light-boycott-dylan-mulvaney-travis-tritt-trans


still seems odd to me too, but apparently there was a rationale behind it (maybe not the most well thought out rationale, but a rationale nonetheless)