The Bud Light boycott worked

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Whoa what did black rifle do?

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Rob Ottenstein -- Evercore ISI -- Analyst

Great. Thank you very much. So, Michel, as you clarified in your comments in terms of Bud Light, this is all about one can, one social media post, one influencer. And yet somehow it's just become something a whole lot bigger than that.

There continues to be a lot of misinformation out there, a lot of confusion. Can you offer any thoughts, reflections on how this happened, what you've learned, and what -- now that we're here, what are you going to do about it? Thank you.

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Michel Doukeris -- Chief Executive Officer

Good morning, Robert. Thanks for the question. So I think that, to start, we need to understand the current environment and especially social media landscape. And how consumer brands, especially big brands with significant reach, can be pulled into a discussion like this one.

And we know that ours, Bud Light, is certainly not the first brand that was pulled in a situation like that. And as I said, while beer will always be at the table when important topics are debated, the beer itself should not be the focus of the debate. And to me, this is the key learning. So moving forward, I agree with you.

One challenge is what you call the misinformation and confusion that still exists. We will need to continue to clarify the fact that this was one can, one influencer, one post, and not a campaign, and repeat this message for some time. But as we do that, we are more focused on leveraging our global experience and mobilizing our global resources to support the U.S. team as we move forward.

We have adjusted and streamlined our marketing structure, so the most senior market peers are more closely connected to every aspect of our brands. In addition, we are supporting our frontline teams. We are investing behind Bud Light tripling our need investment for the summer, and we are investing more together with our wholesalers in our local markets. Just getting like last week, Bud Light was on the stage at the NFL Draft.

We released a new TV commercial that continues our campaign. The current campaign easy to drink, easy to enjoy. We have strong presence in the Stagecoach Country Music Festival in California, and there is much more to come. And as I said, it's too early to have a full view on the impact, but I know that we have the people, the partners to learn from that, to continue to move forward, and to come out stronger.

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Trevor Stirling -- AllianceBernstein -- Analyst

Hi. Michel, just one question from me and following up, and thank you very much for your perspectives on the Bud Light feeding frenzy. We're looking, I suppose, trying to judge things based on the scanner data, which is one channel and several weeks in advance. I know you have more closer to real-time data across many channels.

Is there any sign that the pressure is starting to ease, or it's still very too early to say?

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Michel Doukeris -- Chief Executive Officer

Trevor, good morning. think that's still too early for us to understand the duration and the total impact. We look at the same public data that you look and we see the data. There's a lot of information on the week basis, but we also see day after day.

We can see on the days that there is some stabilization, and this Bud Light volume in the first three weeks, as I said, they would account for like 1% of our global volume in this period, because there is still a lot of confusion there and misinformation as I was telling Robert. So we need to continue to clarify these information as we move forward. We need to continue to invest as we have done last week. And together with our wholesalers continue to drive both the business forward, the focus on beer, which is what we do best, and make sure that the right information is clarified to everybody.

Because when we do beer, our brands perform well.

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And the second one is -- you've talked a lot about Bud Light. But has there been any sort of spillover impact beyond Bud Light? And also, what are you doing to ensure that the market peers don't sort of enter a state of paralysis and become very fearful of sort of embracing any creativity?

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Michel Doukeris -- Chief Executive Officer

Yes, Jeff. Thanks for the question. I think that similarly to what we just discussed on the Bud Light volume, the public available data shows some spillover effect across the other brands, while the majority of the impact is still on Bud Light. And this is happening, I think, that on the same direction, given the information that's out there, the confusion and the noise and of course, more localized on Bud Light, and we continue to drive our programs forward for all brands.

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This situation has impacted our people and especially our frontline workers:

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They are sell-out cucks that need to go bankrupt

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They go trans or something?

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Amy Moreno
@VivaLaAmes11
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Feb 26
The CEO of Black Rifle Coffee is accused of sexually harassing a male employee, by asking him to have "butt sex" in a conference room. Yikes.

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