According to data cited by the beverage industry trade publication Beer Business Daily, sales volumes of Bud Light for the week ending May 13 sank 28.4%, extending a downward trend from the 27.7% decline seen the week before. …

AB InBev shares have fallen more than 10% since Mulvaney’s social media post went live. In a note to clients published Tuesday, JPMorgan analysts said that even if the decline in Bud Light sales stabilizes, “We believe there is a subset [of] American consumers who will not drink Bud Light for the foreseeable future.”

“Nobody imagined it would go on this long,” Schuhmacher said. He continued: “It seems random — it struck a nerve. I’ve never seen anything to compare it to, in all of the [consumer packaged goods] industry. It’s a real shock.”

[Step One: Don’t insult your customers. Step Two: Read Step One. This is less about Dylan Mulvaney than it is Alissa Heinerscheid and her sneering condescension at consumers who found previous “fratty” ad campaigns amusing. Miller Light sent the same sneering contempt in their March “bad shit” ad, and are just lucky that more people didn’t see it. Bud Light is not coming back as a brand after this, and A-B InBev may need to think about chewing off its Bud Light paw to escape the trap they set for themselves. Target and the Dodgers should take note. — Ed]