A conservative consumer movement is trying to create a separate economy from the ‘woke’ mainstream. So what are they selling?

Last year, an intense transphobic backlash erupted in response to Bud Light using a trans influencer in a social media campaign. Bomb threats were called in to breweries, bars stopped selling Budweiser products, people posted videos of themselves pouring Bud Light down the drain, and Kid Rock filmed himself shooting several cases of it with a submachine gun.

Against that backdrop, a company launched a Bud Light alternative called Ultra Right Beer, marketed as being “100% Woke-Free.”.

Above: Trump Town, a store in Boones Mill, Virginia. Below: the America First Warehouse, Ronkonkoma, New York.