Post millennial had a new article out about how much money Bud Light has lost or the parent company of Bud Light

since they employed Dylan Mulvaney and Ethan. We've talked about this many many times since the whole Dylan Mulvaney

debacle happened. They tried to pass it off on like this some rogue marketing agent. Oh, this woman

she made a big mistake and we didn't know and blah blah blah. There's no way is there no that

you would say I'm going to take a arguably the largest beer company in the country world whatever

and we're just going to go with a marketing strategy where we take a man who pretends to be a

little girl as our spokesperson and somebody just has the ability to do that that's in middle

management somewhere. Well, she she talked about that did high in her night on that podcast

where she basically said it was her job as the new marketing director vice president to rebrand

and shift the focus of Bud Light away from those fratty guys ended into something that was all

together more inclusive, you know, to stroke that DEI, you know, equity plan and get more loans

from from the banks. So so she is is there still the assertion that she just went on her own and

didn't have to I mean is is the people who own the parent company of Bud Light is AB in bed or they

so poorly run that some middle management person can just make this choice and destroy your brand.

It aligned it aligned with the philosophy of upper management. That's why she was allowed to get

away with it clearly. But I think she was the originator of the idea and you know, it was green

lit by the upper upper executives. This is a staggering number that I'm about to read numbers,

plural. So the second quarter earnings report for this AB in Bev, they reported a 10.5% drop in

revenue for its US market and a 28.2% drop in core profit. And it has lost $390 million dollars

since last year. But this is like the only thing that has gone this way. We've had other

boycotts, other brands that have dabbled in locism and it's never it's never caught on the same

way that the Bud Light boycott has. And if you want to direct one to one parallel,

...