Bud Light has suffered a “staggering” sales hit following the beer brand’s controversial marketing tie-up with transgender influencer Dylan Mulvaney — with the latest data showing an alarming 17% drop, according to an industry research firm.

The latest sales data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15.

That’s sharply ahead of the 6% drop in sales dollars and 11% drop in volume that Bud Light had suffered during the week ended April 8 — the seven days that immediately followed the April 1 launch of the controversial Mulvaney campaign on social media.

[Yikes. I wonder how much of that really had to do with the Mulvaney partnership, though, and how much of it is attributable to Alissa Heinerscheid’s comments about Bud Light’s customers. Sneering at your consumer base is a quick way to lose them. They’re still the #4 beer in bars, dropping one rank as Coors Light passed them by, but the trend line there is ominous too. The NYP quotes Brewbound in reporting that volume fell at bars and restaurants by 34.7% in the first two weeks of April. — Ed]