In April 2023, Bud Light faced a boycott from American conservatives who were offended by its sponsorship of a transgender TikTok star, Dylan Mulvaney, as part of its marketing campaign to attract younger and more diverse drinkers12 The boycott led to a significant drop in Bud Light's sales, which fell between 11 and 26% in the month following the advertisement. Anheuser-Busch, the parent company of Bud Light, also suffered a decline in its sales and stock price, losing about 1% and 20%, respectively. In May 2023, Bud Light lost its status as the top-selling beer in the United States to Modelo Especial, a Mexican beer brand growing in popularity among Hispanic consumers. Bud Light's vice president of marketing, Alissa Heinerscheid, who was responsible for the controversial sponsorship, defended her decision as a way to evolve and elevate the brand and make it more inclusive. Dylan Mulvaney, the TikTok star sponsored by Bud Light, continued to post videos about her gender transition and received both support and criticism from her followers. 

Describe the consumer group(s) Bud Light was trying to pursue with its marketing efforts. How has this changed from their target market in the past? Focus on STP = Segmentation,

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