An Orlando restaurant has halted sales of Bud Light over the decision of the beer brand to launch a partnership with popular trans TikTok star Dylan Mulvaney, the news from Florida coming as Bud Light opted to replace its marketing vice-president, Alissa Heinerscheid, insisting that she has taken an extended leave of absence.

The owner of Grills Seafood Deck and Tiki Bar, Joe Penovich, said his decision was taken on ‘religious grounds’ and while he does not hate Mulvaney, he believes that “transgenderism is a social experiment” that causes “irreversible damage” to children.

The restaurant then went further by releasing a statement after confirming it would no longer sell products from Bud Light’s parent company, Anheuser-Busch, part of which referred to gender-affirming care for young people as the “epitome of evil”.

The controversy surrounding the link up between Bud Light and Mulvaney is ongoing in the US, with some threatening to boycott the brand and Bud Light accused of trying to appease all sides in the furore.

In a podcast last month, before the current outcry had even begun, Heinerscheid made it clear that she was hoping to move away from Bud Light’s “fratty” reputation, saying: “It means inclusivity, shifting the tone; it means having a campaign that’s truly inclusive and feels lighter and brighter and different, and appeals to women and men.”

But in recent days it has been confirmed Heinerscheid has taken an extended leave of absence and has been replaced by Todd Allen, former vice president of Budweiser. The company has also released a new television commercial that has been labelled as “hyper patriotic”, featuring images including the Lincoln Memorial, the Grand Canyon and galloping horses.

Many see it as an attempt to win back those US drinkers that reacted badly to the tie-up with Mulvaney, Anheuser-Busch CEO Brendan Whitworth releasing a statement that talked of traditional values and “being pro-American”.