“Go woke, go broke” was a culture war rallying cry of the Biden years, with American conservatives waging battles against any corporate entity that dared to pay lip service to diversity or LGBTQ rights.
But customers of one successful anti-woke alternative brand later found their own wallets a bit lighter—with nothing to show for it.
In April 2023, at the height of a right-wing freakout over a sponsored Instagram post in which transgender actress and singer Dylan Mulvaney showed off a can of Bud Light with her face on it, a Georgia man named Seth Weathers smelled an opportunity to cash in. Conservatives were vowing to ditch the Budweiser brand and take their business elsewhere. (A tearful Kid Rock even filmed himself shooting up a few cases with a semiautomatic rifle.) It was an angry political demographic in need of a new low-ABV lager.
Weathers, a political consultant who briefly served as Georgia state director for Donald Trump’s presidential campaign in 2015 and went on to work with a county commissioner known for racist Facebook posts, swooped in to pitch a replacement beverage. Under his social brand “Conservative Dad,” he marketed a brew called Ultra Right Beer to the MAGA voters making a stink about trans inclusivity.
“America’s been drinking beer from a company that doesn’t even know what restroom to use,” Weathers said in a YouTube ad that included a clip of Mulvaney sipping Bud Light. ” The commercial shows Weathers teeing up a can of Bud Light and walloping it with a baseball bat.
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