Kid Rock says he’s ending his boycott of Bud Light, telling conservative talking head Tucker Carlson on Monday, “I think they got the message.”
Rock lashed out in April when the beer brand partnered with transgender influencer Dylan Mulvaney. The aging rocker was so incensed by Mulvaney promoting the popular beer that he posted a video of himself shooting cases of Bud Light with a machine gun and proclaiming, “f— Bud Light.”
Bud Light “deserved a black eye and they got one,” Rock told Carlson, but added that he does not want “to hold their head underwater and drown them because they made a mistake.”
“Hopefully, other companies get it, too. But you know, at the end of the day, I don’t think the punishment that they’ve been getting at this point fits the crime,” the singer rambled. “I would like to see people get us back on board and become bigger because that’s the America that I want to live in.”
Rock, a die-hard Donald Trump supporter, was seen in August drinking a can of Bud Light at a Colt Ford show in Nashville, Tennessee.
He owns a bar in the area and the site was selling Bud Light over the summer, according to CNN.
Bud Light’s producer Anheuser-Busch InBev witnessed a sharp sales decline after the Mulvaney ads went out.
Despite promoting new discounts and creating a revamped ad campaign focusing on football and music, weekly Bud Light sales are still down about 30%, according to data from Beer Business Daily.