The NBA legend Charles Barkley is defending Bud Light in the wake of the beer company losing over $27 billion after teaming up with the transgender influencer Dylan Mulvaney for an ad campaign back in April.

We must warn you that there is profanity in the videos below.

Barkley Defends Bud Light

Barkley was playing a celebrity golf tournament in Lake Tahoe, California, where a series of viral videos captured at a local bar shows the former basketball star launching into a profanity-laced defense of Bud Light. During his rant, Barkley attacked the millions of Americans who have been boycotting Bud Light in the weeks since the Mulvaney campaign was released.

“All you rednecks or a–holes who don’t want to drink Bud Light — f–k y’all,” Barkley said, according to The New York Post.

Barkley went on to offer to buy Bud Light for people at the bar.

“Hey, y’all can’t cancel me,” he said in another video. “I ain’t worried about getting canceled. If y’all fire me and give me all that money, I’m going to be playing golf every f–king day.”

Barkley doubled down on this in yet another video.

“I want y’all to drink this f–king beer,” Barkley exclaimed. “I got three cases of Bud Light. If you’re gay, bless you. If you’re trans, bless you. If you have a problem with that, f–k you!”

Related: ‘Woke-Free’ Ultra Right Beer Torches Bud Light With Hilarious Parody Ad

Social Media Users Fire Back

Unfortunately for Barkley, however, this has blown up in his face, as his rant only seems to have made Americans despise Bud Light even more.

“Time to not buy Bud Light even harder,” one social media user commented, with another adding, “And to think I used to like this a–hole.”

“F–k you too, Charlie,” a third user commented.

Bud Light has lost over $27 billion in market value since the Mulvaney campaign, with sales plummeting 28.5% for the week that ended July 1, slightly worse than the 27.9% decrease from the previous week. Industry experts have said that Bud Light’s campaign with Mulvaney felt like a “betrayal” to the brand’s customers.

“Bud Light’s missteps felt like a betrayal to both its liberal and conservative customers, and that trust is going to take months, if not years, to rebuild,” Daniel Korschun, an associate professor of marketing at Drexel University’s LeBow College of Business, recently told The New York Times.

Mulvaney Ditches Bud Light

Making matters even worse for the brand, Bud Light’s unpopularity appears to have “infected” its sister brands under its parent company’s Anheuser-Busch umbrella. Sales of Michelob Ultra were down 4.3% in the week that ended July 1, while Busch Light sales were down 8.5%, according to Bump Williams’ eponymous consulting firm.

“Budweiser trends have been slipping for a very long time, but it’s the Michelob Ultra negative numbers and now Busch Light negative trends that are most alarming to me,” Williams told The Post. “They were very healthy prior to April 1.”

In contrast, Modelo Especial, which has dethroned Bud Light as America’s top beer, has seen its sales increase 11.4% during the week that ended July 1.

“The gap between Modelo Especial and Bud Light on a year-to-date basis is closing,” Williams explained.

Full Story: Bud Light Humiliated As It Falls Out Of Top 10 Most Popular Beers In America

In the end, it can’t be denied that Bud Light has leaned the hard way that “go woke, go broke” is very real indeed. Barkley can defend Bud Light all that he wants to, but he should not be surprised if he finds himself on the wrong side of history on this one.

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