With Bud Light sales continuing to slide since the infamous partnership with trans influencer Dylan Mulvaney in April, Anheuser-Busch InBev’s global chief marketing officer Marcel Marcondes admitted the controversy has been a “wake-up call” for the company. 

“It’s tough to see the controversial and divisive debates that have been happening in the U.S. in the last couple of weeks involving lots of brands and companies, including and especially Bud Light,” Marcondes said Monday at the Cannes Lions Festival, according to AdAge. “It’s tough exactly because what we do is all about bringing people together…Companies and brands must be driven by their values. We are a beer company. Beer is for everyone.” 

Marcondes said the incident has been eye-opening to be “very humble” about understanding consumers.

“In times like this, when things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers first of all to be very humble,” he continued. “That’s what we’re doing, being very humble, and really reminding ourselves of what we should do best every day, which is to really understand our consumers. Which is to really celebrate and appreciate every consumer that loves our brands—but in a way that can make them be together, not apart.”

He went on to emphasize Bud Light’s tagline and said it’s the approach the company will take going forward.