Beer maker Coors Light is moving ahead with sponsoring an upcoming pride event despite the possibility of a potential consumer backlash, insisting that the company will support it for “decades to come.”
Beer brand Bud Light faced the ire of consumers after using transgender social influencer Dylan Mulvaney in a promotion campaign. The move triggered boycott calls, with the company’s sales and market capitalization subsequently crashing. Disregarding market sentiments, Coors Light has decided to be the title sponsor of the Denver Pride Parade. Scheduled to be held this Sunday, the event is expected to attract 15,000 people for the march.
