The reason Bud Light is so damaged and not recovering is because their competitor's product is easy get everywhere: It's a beer. When I go to the grocery store or beer store, there are literally hundreds of beers to choose from. They all do the job, taste very similar and don't scream you're a faggot by holding one. Bud Light's only differentiation was its perceived identity to America. Now it doesn't even have that because it's not American. I don't want to be identified as LGBT, trans, queer or a faggot, so I don't drink Bud Light.