Sales of Bud Light are still down following backlash, but the brewer is certain it can win back US consumers

In an indication of ongoing fallout from a marketing with a transgender influencer, Anheuser-Busch InBev said on Tuesday that revenue growth in most of its global regions was offset by a decline in North American sales in the third quarter.

The largest brewer in the world, which also owns Bud Light, reported a 5% increase in revenue to $15.6 billion for the July–September quarter. Analysts surveyed by FactSet said that was consistent with Wall Street estimates. However, revenue in the US fell by 13.5%.

Early in April, Bud Light sales fell precipitously as a result of conservative outrage following the company’s delivery of a commemorative can to transgender influencer Dylan Mulvaney. Transgender rights advocates were also incensed at Bud Light because they believed Mulvaney was abandoned.

The company is concentrating its U.S. marketing efforts on more conventional platforms, such as concerts and college football, according to CEO Michel Doukeris. The business announced earlier in October that Bud Light will become the official beer of the UFC mixed martial arts organization as part of a multiyear collaboration. Fifteen years ago, Bud Light was among the initial sponsors of the UFC.