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I'll tell you what they were thinking. They were thinking, "we need to sell beer to children without getting in trouble." The Beer Institute (the beer industry self-regulatory organization) has a rule that beer advertising can only appear in media where 73.6% of the audience is 21 years of age or older. Do you think that Dylan Mulvaney's Instagram following is more or less than 26.4% under 21? They were hoping that they'd be able to get away with it because no organization wants to be seen as transphobic.
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73.6% looks like the percentage of the US population that is over 21. In other words, brewers won't advertise in media whose audience skews too-young-to-drink.
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This is an incredibly interesting take that I haven't heard before. If it's right they misjudged their audience badly but there is still a certain cleverness to it
Ted Cruz posted (a less fleshed out version of)that theory to twitter IIRC, and trying to corner the underaged drinking market is the most logical explanation.
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