Sales of Bud Light have fallen the most in North and South Carolina since the beleaguered beer’s tie-up with transgender social media influencer Dylan Mulvaney, the New York Post reports.

Between April 1, 2023, when the Anheuser-Busch brand debuted its ads featuring Mulvaney and June 30, Bud Light’s beer sales share dropped 6.9 percentage points, from 19.4% to 12.5%.

This is according to data from Union, which compiles hospitality consumption data from 1,100 restaurants and bars across 36 states with $2 billion in annual sales.

In the past six months, Bud Light, which had been the No. 1 beer in the U.S., has fallen to No. 4—marking a 34.2% slide in revenue, according to Union.

Anheuser-Busch market capitalization has plummeted by $15.91 billion between April 1 and July 19, from $132.38 billion to $116.47 billion.

Reaping the benefits of the boycotted beer’s woes, Miller Light, Michelob Ultra and Coors Light now rank first, second and third, respectively.

At Recovery Room Tavern in Charleston, S.C., Bud Light sales have tumbled 90%. Instead of selling 10 cases of the brew each week, tavern owner Chris Dimattia told Union, he’s now selling one case of Bud Light a week.

“At first I though this might blow over pretty quick—but I think it is pretty apparent that this isn’t going anywhere for a long time,” said Blind Tiger Pub General Manager Clayton Dukes. Bud Light sales at the bar are “almost non-existent,” Dukes says, adding that he himself has swapped out Bud Light draft for Michelob Ultra.

Other states where Bud Light sales have been suffering in the past three months are New York and New Jersey, where sales are down 5.1 percentage points. In Texas, Bud Light sales are down 2.4 points.

Beer drinkers in Oregon and Washington are also shunning the beer. But in California, sales are practically unchanged.

Anheuser-Busch declined to comment on the sales data to the NYP.