Budweiser has teamed up with Harley-Davidson for a macho commercial that includes beer cans emblazoned with the motorcycle-maker’s logo – as company executives try to win back customers following the Dylan Mulvaney debacle.

The commercial features a gray-haired, male mechanic working on a Harley bike before three men are shown drinking the beer.

Speaking over a rock instrumental, a male narrator says: ‘The greatest legacies are built with grit and resilience, one detail at a time. Limited edition Budweiser Harley-Davidson cans – for those who give everything to their craft. This Bud’s for you.’

The masculine tone is in stark contrast to Bud Light’s ill-fated partnership with Mulvaney, 26, which saw the trans influencer receive a can of beer with her face on it to celebrate 365 days of ‘womanhood’.

Anheuser-Busch, the company which owns Budweiser and Bud Light, has lost $15 billion in value since the tie-up was announced and bosses are desperately scrambling to win back customers who’ve boycotted the beer.

The commercial includes a male narrator talking about 'grit and resilience' while a mechanic polishes a Harley-Davidson. Three men are then seen drinking the beer. The commercial is in stark contrast to Bud Light's partnership with trans influencer Dylan Mulvaney

The commercial includes a male narrator talking about 'grit and resilience' while a mechanic polishes a Harley-Davidson. Three men are then seen drinking the beer. The commercial is in stark contrast to Bud Light's partnership with trans influencer Dylan Mulvaney

The commercial includes a male narrator talking about ‘grit and resilience’ while a mechanic polishes a Harley-Davidson. Three men are then seen drinking the beer. The commercial is in stark contrast to Bud Light’s partnership with trans influencer Dylan Mulvaney

The advertisement appears to be part of Anheuser-Busch's attempts to win back customers

The advertisement appears to be part of Anheuser-Busch's attempts to win back customers

The advertisement appears to be part of Anheuser-Busch’s attempts to win back customers

Budweiser’s commercial with Harley-Davidson – the first time the two companies have partnered – was released last week alongside the launch of the limited-edition cans.

Each can features the slogan ‘Kings of our Craft’ and the words ‘brewed and built in the USA’.

Budweiser said: ‘The greatest legacies are built one detail at a time. Here’s to an American collaboration for the ages.’

But the launch on Facebook was marred by a flood of comments from people still upset about the Mulvaney deal, suggesting attempts to move past the debacle have been unsuccessful. 

The backlash led to calls from some for a boycott of all Anheuser-Busch’s beers. The company’s portfolio also includes other major brands like Michelob Ultra and Stella Artois.

Shares in the company have fallen sharply amid a major drop in sales of Bud Light in the US. Anheuser-Busch has seen its market value plunge $15.7billion and weekly retail sales of Bud Light have been consistently down by at least 20 percent since mid-April.

Two marketing executives have been placed on leave over the decision to team up with Mulvaney.

And as Anheuser-Busch has lost value, competitors have added $3.2billion in market value to their brands. 

Dylan Mulvaney

Dylan Mulvaney

Dylan Mulvaney's Bud Light can

Dylan Mulvaney's Bud Light can

The new commercial is a stark contrast to Bud Light’s partnership with trans influencer Mulvaney

The new commercial was launched as Bud's parent company, Anheuser-Busch, tries to win back customers who've boycotted its brands. The backlash has badly damaged the company's value

The new commercial was launched as Bud's parent company, Anheuser-Busch, tries to win back customers who've boycotted its brands. The backlash has badly damaged the company's value

The new commercial was launched as Bud’s parent company, Anheuser-Busch, tries to win back customers who’ve boycotted its brands. The backlash has badly damaged the company’s value

Bud Light sales have fallen significantly since the beer's partnership with Dyland Mulvaney and analysts at JPMorgan expect it will cause Anheuser-Busch earnings to slide 26% this year

Bud Light sales have fallen significantly since the beer's partnership with Dyland Mulvaney and analysts at JPMorgan expect it will cause Anheuser-Busch earnings to slide 26% this year

Bud Light sales have fallen significantly since the beer’s partnership with Dyland Mulvaney and analysts at JPMorgan expect it will cause Anheuser-Busch earnings to slide 26% this year

Molson Coors, which owns Coors Lite, has seen an increase of $2.2billion market value, around 20 percent, while Heineken has a spike of $1billion – an increase of 1.7 percent.

Sales of Bud Light are down more than 23 percent as of the week ending May 6, according to JPMorgan beverage analyst Jared Dinges.

He said the bank expects a 12 to 13 percent volume decline over the course of a year in the US.

‘We believe there is a subset of American consumers who will not drink a Bud Light for the foreseeable future,’ the analysts said on Tuesday.

He added: ‘Shares have underperformed EU Beer peers by 15% since the start of April.

‘We believe this is due to U.S. uncertainty, as investor focus has shifted squarely to the potential impact from the Bud Light controversy.’

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