"They've already done enough damage in one week to disrupt year-long sales projections," a beer-sales representative who works with national beer retailers such as Costco told FOX Business.
and ...
"You don't just make up those sales. People aren't going to drink twice as much Bud Light the following weekend to recover the lost business."
I think AB is going to be feeling this for a while, maybe even to the point of rebranding, or killing off Bud Light entirely, if the brand has been in steady decline, as also reported. No reputable beer-drinker, male or female, wants to be associated with a guy modeling sports bras and leggings.
Look what happened to the NFL, Nike, Gillette, Target, etc.?
Eventually they all got their business back.
Apparently there are some, even on FR, who still want to drink it. They just want it at a better price.