Attendees of the Sturgis motorcycle rally in South Dakota turned a cold shoulder to Budweiser, a sponsor of the annual event, as backlash against the beer brand's parent company continues.

Beer enthusiasts have been rejecting brands owned by Anheuser-Busch after the firm sent Dylan Mulvaney, a male social media influencer who claims to be a woman, a commemorative Bud Light can with his likeness. Viral videos posted on social media depicted attendees of the rally refusing to congregate in a pavilion with Budweiser imagery and branding.

Budweiser and local distributor Quality Brands of the Black Hills were listed as official sponsors of the Sturgis Motorcycle Rally, which attracts several hundred thousand visitors each year. Budweiser had committed to making donations to local charities in the Black Hills.

Another video posted by the same social media user indicated that visitors of the weeklong festival were still offering minimal business to the Budweiser pavilion.

Bud Light was the most popular beer in the United States for more than two decades but was recently displaced by Modelo Especial. Weekly sales for Bud Light had plummeted nearly 26% year-over-year as of the week ended July 29, according to sales data from Bump Williams Consulting, while other brands owned by Anheuser-Busch have similarly suffered.