Attendees of the Sturgis motorcycle rally in South Dakota turned a cold shoulder to Budweiser, a sponsor of the annual event, as backlash against the beer brand’s parent company continues.

Beer enthusiasts have been rejecting brands owned by Anheuser-Busch after the firm sent Dylan Mulvaney, a male social media influencer who claims to be a woman, a commemorative Bud Light can with his likeness. Viral videos posted on social media depicted attendees of the rally refusing to congregate in a pavilion with Budweiser imagery and branding.

Budweiser and local distributor Quality Brands of the Black Hills were listed as official sponsors of the Sturgis Motorcycle Rally, which attracts several hundred thousand visitors each year. Budweiser had committed to making donations to local charities in the Black Hills.

Another video posted by the same social media user indicated that visitors of the weeklong festival were still offering minimal business to the Budweiser pavilion.

Bud Light was the most popular beer in the United States for more than two decades but was recently displaced by Modelo Especial. Weekly sales for Bud Light had plummeted nearly 26% year-over-year as of the week ended July 29, according to sales data from Bump Williams Consulting, while other brands owned by Anheuser-Busch have similarly suffered.

Anheuser-Busch CEO Brendan Whitworth said earlier this summer that the boycott of Bud Light has forced the company to offer financial assistance to wholesalers. The executive nevertheless continued to downplay the beer brand’s controversial association with Mulvaney, asserting in one televised interview that “just to be clear, it was a gift and it was one can.”

“There’s a big social conversation taking place right now,” he said, contending that the controversy has moved away from beer and that Bud Light does not belong in the “divisive” conversation. Although pressed by hosts to comment on Mulvaney, Whitworth kept his answers vague and chose to avoid directly commenting on the matter.

Anheuser-Busch announced this week that the firm would jettison eight brands, including Breckenridge Brewery and Redhook Brewery, as the company endures heavy sales losses.

Backlash from leftists has also threatened Anheuser-Busch as activists accuse the company of failing to defend Mulvaney from conservative backlash. Mulvaney likewise accused the beer conglomerate of failing to stand with him through the nationwide criticism.

"For months now, I've been scared to leave my house. I have been ridiculed in public. I've been followed, and I have felt a loneliness that I wouldn't wish on anyone,” the internet star said. “For a company to hire a trans person and then not publicly stand by them is worse in my opinion than not hiring a trans person at all.”