On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a personalized can of Bud Light that featured her face on its label, given to her by the company as a gift to celebrate her first 365 days of womanhood. In the post, she encouraged her followers to enter a Bud Light March Madness-themed contest after ruefully admitting that her own knowledge of college basketball's premier event was quite limited. Her post ended with the hashtag #budlightpartner. She posted it to Instagram, where it reached her millions of followers. What followed was one of the biggest boycotts in American history.