Yosemite National Park is facing threats of a boycott after hosting a Pride parade for park staff, as detailed in a viral TikTok video.
The video, posted by drag queen and environmentalist called Pattie Gonia, showcased the parade, featuring park employees hiking with pride flags and attire.
Conservative commentator Charlie Kirk shared the video on Twitter, prompting some of his followers to launch a boycott.
The boycott threats against Yosemite are not the first to be instigated by partnerships involving Pattie Gonia. After appearing in an advertisement for The North Face’s Pride Month campaign, some individuals threatened to boycott the brand.
Similar backlash occurred when Bud Light and Target publicly supported transgender individuals and drag queens in their Pride Month campaigns. Bud Light is no longer America’s most popular beer amid shifts in consumer preference as part of the extended boycott.
Modelo Especial took Bud Light’s place as the top-selling beer in the United States during the month of May. According to the Wall Street Journal, Modelo Especial comprised 8.4% of U.S. retail-store beer sales during the four weeks of May, while Bud Light comprised only 7.3% of retail-store beer sales, based on an analysis of Nielsen data performed by Bump Williams, a consulting firm.
The Wall Street Journal reported that Bud Light’s sales were down roughly 24% in the week ending on June 3 compared to the same time last year. Other Anheuser-Busch brands, such as Budweiser and Michelob Ultra, have also experienced reduced sales throughout the boycott.
The majority of Anheuser-Busch distributors are independently owned and reports have indicated that some Anheuser-Busch distributors are considering layoffs, while other distributors have been able to offset the loss of Bud Light distribution by carrying Constellation brands of beer, such as Modelo.
One Anheuser-Busch distributor that does not distribute Modelo said, “Our year is screwed.”