I don’t know if Ultra Right Beer—the cure for the “woke” mind virus that aims to give red-blooded Americans a $35 six-pack of piss-poor generic light beer—will ever make it to market, but it’s a master class in right-wing grifts. Or at least, it’s a master class in reactionary viral videos that feel deeply satirical while also running a clinic in awkward baseball-throwing mechanics.
And it’s all the more depressing as this should have been an easy layup of a marketing campaign for Bud Light with trans influencer and TikTok star Dylan Mulvaney. The result has been performative boycotts and brand protests that don’t say much of anything, a lesson in how not to write a CEO statement, more anti-trans panic, and a waste of perfectly meh light suds.
Paste has quietly followed the ongoing saga of “Conservative Dad” Seth Weathers and his on-again-off-again relationships with functioning beer breweries. While the “beermaker” claimed they would partner with Northern Illinois brewery Bent River, once they caught wind of the transphobic campaign, they pulled out quickly. Now, Weathers has found a new brewery in Big Kettle. I can’t imagine this will go well or, I don’t know, even happen. Because, really, what’s the over/under on how much beer this asshole actually brews and ships out?
