“Consumers have made a choice,” said an executive at a Texas-based beer distributor who did not want to be identified. “They have left [Bud Light] and that’s how it’s going to be. I don’t envision a big percentage of them coming back.”

That’s the sentiment of many involved in the once successful Bud Light brand from Anheuser-Busch. In the four months since the company partnered with transgender activist Dylan Mulvaney, the company has endured hiring freezes, layoffs and sales have declined by a whopping 25%.

With no end in sight of stopping the financial bleed, “many Anheuser-Busch distributors say they are resigned to their painful Bud Light losses”  reports The New York Post.

Other Anheuser-Busch beers such as Budweiser, Michelob Ultra and Busch Light also have seen a huge decline in sales, and even beer truck drivers have gotten heckled and harassed. Bud Light’s competitors, including Coors Light and Miller Lite have all seen significant increases in sales.

“While Bud Light remains the No. 1 beer brand in the US, those days are likely numbered, with Modelo expected to overtake it by the end of August, experts say” adds the Post.

The controversy all started with Mulvaney used her social media influence to partner with Bud Light and made posts holding a 16-ounce can of Bud Light with her image on it and of her sitting in a bubble bath surrounded by Bud Light cans.

“The strategy of targeting younger, newer consumers is the right one,” Michael Stone, chairman of Beanstalk Group, a New York-based branding firm, told The Post. “But Anheuser-Busch made a mistake executing on the strategy.”

The New York Post adds:

One silver lining for beleaguered Anheuser-Busch distributors is the rise of Modelo Especial — the No. 2 beer brand, which Anheuser-Busch owns outside of the US.

Rival Constellation Brands distributes Modelo in the US, where it has been outselling Bud Light on a weekly basis since May.