The controversy involving the transgender influencer has been  exceptionally painful for Anheuser-Busch and its parent, Anheuser-Busch InBev.  Sales are down about 25%, value of the stock is down about $15.7 billion.

So, Molson Coors Beverage Co. has been rolled in clover, right?  Not exactly.  While its Bud Light competitors, Miller Lite and Coors Light, have seen sales rise about as much as Bud Light's sales have fallen, Molson Coors value has risen only $2.2 billion, around 20%.  Heineken has seen sales climb 1.7%, or $1 billion.

JPMorgan beverage analyst Jared Dinges suggest some the losses may be permanent: "We believe there is a subset of American consumers who will not drink a Bud Light for the foreseeable future," he said, adding he expects a 12% to 13% decline in Bud Light U.S. volume over the next year.