Kid Rock is making it clear he's not a fan of the partnership between Bud Light and transgender social media influencer Dylan Mulvaney.
The singer-songwriter, in an Instagram video posted Tuesday, showed his disapproval by shooting cases of Bud Light with what appeared to be a semi-automatic rifle.
"Grandpa's feeling a little frisky today," Kid Rock said in the clip. "Let me say something to all you and be as clear and concise as possible. F- Bud Light. F- Anheuser-Busch. Have a terrific day."
He never mentions Mulvaney, but he opens fire on the beer.
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The video, as of Wednesday afternoon, had over 1.2 million views and 235,000 likes. The 21,000-plus comments include mixed reactions to the video and its apparent anti-trans stance.
Mulvaney - who gained popularity while chronicling her gender transition in a TikTok series called “Days of Girlhood” - promoted Bud Light's March Madness contest with a sponsored post on Sunday.
"Happy March Madness!! Just found out this had to do with sports and not just saying it's a crazy month! In celebration of this sports thing @budlight is giving you the chance to win $15,000! Share a video with #EasyCarryContest for a chance to win!! Good luck! #budlightpartner," wrote Mulvaney, who has more than 1.7 million followers on Instagram and more than 10 million followers on TikTok.
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The post, which was made on the day of the NCAA women's basketball final and the eve of the men's final, led to critics posting videos disowning Anheuser-Busch by pouring out the company's products and destroying cans of beer.
Others showed support for the partnership, with Paris Hilton commenting "Cheers" with a champagne glass emoji on Mulvaney's post.
“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics," a spokesperson for the beer conglomerate told NBC News when asked about its partnership with Mulvaney and the ensuing backlash.
Anheuser-Busch has long supported the LGBTQ+ community, partnering with advocacy groups and donating more than $13 million over 20 years to organizations committed to LGBTQ+ equality. Bud Light has also released rainbow-colored aluminum bottles during June Pride Month and donated $1 for every case sold to the advocacy group GLAAD.
