Since Bud Light is now a beer for queers, its maximum market share is 2%. More likely it will settle down to about 0.5% because even queers like to drink good beer. >why did these marketers fail to invite new consumers without alienating the core base of the firm's largest brand? Because they may have been extorted by Schwab or DEI scores. They didn't understand who their main consumers were. A major fuck up by management. Don Draper would never have made this mistake.