Beer Business Daily publisher Harry Schuhmacher believes that this might be the new normal for the once-popular beer.

“The trends have remained almost the same since about mid-May… now it’s almost like business as usual,” Schuhmacher told Fox News Digital when talking about Bud Light’s collapsing sales.

He further added, “It’s surprised a lot of people, even their competitors, who are really struggling to keep up to supply the beer. It’s not like flipping a switch.”

[Once you’ve “Uncle Don-ed” your customers, they tend to stay away — especially when they have lots of other options. I still believe that the Dylan Mulvaney promo just got their attention, and that it was Alissa Heinerscheid’s comments that did the real damage. But at this point, it might be impossible to separate the two any longer. — Ed]