MUCH ADO OVER WATER.

I contribute to the Normals boycotting Bud Light and Miller Lite in the vacuously true sense that there's only real beer at Cold Spring Shops headquarters.

That noted, it's always fun to observe the Wokies being discomfited, and the easiest way to discomfit the Wokies is to undermine them with mockery.  And eye candy.

The near beers themselves?  Jeff "Protein Wisdom" Goldstein gets it half right.  "Tastes great, less testosterone."  Why would people who despise their customers work for a brewer?  (There is a straightforward extension of that question to politicians, but I digress.)

With Bud Light, the importance of celebrating the womanhood of a man vamping as a Tween Audrey Hepburn was seen as paramount to updating and “freshening” the brand’s image, which its vice president of marketing Alissa Heinerscheid publicly worried was too “fratty.” That is, it appealed to all the wrong kinds of people — namely, those who drink Bud Light — and Ms Heinerscheid, as one of the anointed (to borrow from Thomas Sowell), was bent on correcting that particular bit of consumer violence. To do so, she was going to liberate the beer from its “fratty” image, granting it license to identify as the Queer pilsner it always knew itself to be. Ms Heinerschied’s bold vision — to take Bud Light into the 21st century, where it was free to live its own truth and become its best self — resulted in a collapse of market share, and a leave of absence for both herself and her boss, David Blake.

In the case of Miller Lite, driven to celebrate Women’s History Month as all domestic beers must necessarily do, the identity group against whom historical violence had been committed, and who therefore required 90 seconds of corporate-crafted redress, was women — from one perspective an ironic counter to Bud Light’s ads, which seemed to suggest women are especially powerful and beautiful only, or maybe especially, when they’re really men.

That's where content-free critical studies gets you. Wokies, weirdos, and psychos are miserable, so too must you be, dear Normal.

Today, the very notion of a light beer being less filling — and lower in calories — runs afoul of the Fat Studies battalion of the Social Justice army of activists. The violent implication of such a campaign — that people are being directed, by current social discourses on body image, to watch their calories in order to maintain a body that, champions of Fat Studies would argue, is oppressive and onerous — doesn’t promote “body positivity,” which is personal, subjective, experiential, and so, real. That such a campaign also doesn’t promote type 2 diabetes and heart disease is likewise true, but let’s not nitpick. This is after all very serious business.

At its core, the radical skepticism is the point: to reduce every argument to the oppressor / oppressed binary, then contend that the only way to battle such a permanent state of enslavement for the now nearly infinite number of marginalized bodies on the intersectional scale (though it is illegitimate to conceive of these as individuals, because doing so would concede that individuals exist, and with them, individual rights), is to adopt a critical consciousness that allows you to understand how to understand your own complicity in the overarching oppression, to keep interrogating it, and to reach a culture-wide consensus of critical consciousness — a new hegemony — in which “inclusivity” (or now, “belonging”) is required, and cannot allow for anything outside itself to be granted legitimacy.

I repeat, though, the wokies worst fear is being laughed at. Good. Laugh them into oblivion.

I think it important to display our collective exhaustion and disgust with the politicization of every last bit of the culture, and to make those who are true believers at the very least feel a portion of the exasperation they cause those to whom they presume to lecture. It’s not until the left ceases to feel emboldened to pursue its agenda openly and without worry of any serious backlash that we can even begin to re-orient the country toward its Founding and Framing. Rejecting such ads may seem like an insignificant act. And indeed, there are those out there whose role is to make you believe that — mocking you for puny gestures and your silly boycotts.

Laugh back at them. Refute them. Reject them. And reject their premises entirely. The quickest way to cease ceding ground is to fight for every inch. This is what the left has always known and done.

Now, it’s our turn.

Don Surber, in a similarly long post covering similar ground, concurs. "If it is so unimportant, why did the left rally behind it? Conservatives won this round. They will win more because this boycott showed them how to win."  "It" referred to Bud Light; Miller Lite are now in similar trouble.  "Conservatives can fight and win on social issues."

Victory Girl Deanna Fisher also weighs in, poking fun at Budweiser's attempt to win Normals back by selling the colored water in camo cans, rather than the blue cans (the notorious Mulvaney can was blue, but never put on the market) the brand usually sells.  Let me enlighten you, Ms. Fisher, they have no choice.  "Apparently, 'doing something' will not involve making their product taste better."

Impossible.  If it tasted better, it wouldn't be light beer.  Prosit!