Bud Light parent AB InBev sees sales plunge $400 million in the U.S. following boycott

Cartons of Bud Light and other brands of beer (Credit: Joe Raedle—Getty Images)

The Bud Light consumer boycott that followed the AB InBev beer brand's promotion with a trans influencer now has a price tag—and it's a big one.

The Belgian brewer saw its U.S. revenue drop 10.5% and sales to American retailers fall 14% in the April to June quarter owing to a plunge in sales of Bud Light. That translates into a year-over-year revenue drop of almost $400 million in North America. While North America also includes Canada, sales rose there, suggesting that the fall in revenue can be attributed to AB InBev's boycotting American consumers alone.