BBC News, Washington
The protests are part of a conservative reaction to the brand's seeming support for transgender influencer Dylan Mulvaney, who had shown off a personalised can of the beer in a social media post sponsored by the company. Originally a slang term denoting awareness of social injustice and inequity, the word "woke" is used by right-wing Republicans as a pejorative umbrella that covers a variety of topics, from climate change to support for minorities.
Some brands, experts say, face temporary losses only to emerge in a better position, championed by their supporters. "There were all kinds of bonfires that erupted about Nike for their stance. But it stuck to its guns, and you know what? Sales went up," said Tony D'Angelo, a public relations professor at Syracuse University.
According to experts, the key factor that could ultimately determine how a brand weathers a woke-related boycott is how they respond to the initial fall-out from a controversy.