This whole beer thing is so dumb. The major beer brands have been losing market share for decades, the proliferation of microbrews and introduction of beers flavored differently than urine began it. For a while, the corporations that owned the brands were able to offset that by buying up the microbrews and independent manufacturers.
Leinenkugal bought by Miller in '88 was the start, it snowballed after and picked up pace. Major acquisitions you'd recognize are Goose Island in 2011, Boulevard in 2014, etc. Even though beer was primarily marketed to men, women often drank it too, as the alternative was zima, or bacardi raz, or ice, or some other nasty cheerleader beer that was only sold in 6 packs. The proliferation of seltzer waters, canned mixed drinks and the glamorization of wine have provided other options, particularly for women, who are increasingly carb averse. This is why so many marketing campaigns are aimed at women. Men are currently the customer in hand for the beer industry, what they are losing there are to other beers, which the corporate conglomerates already own. Men who prefer spirits like Bourbon are already lost to these companies and likely not coming back as major buyers. The ads are all about trying to capture parts of the market share that significant studies have likely shown are available. The backlash is dumb.