I suspect President Trump knows his Truth post won’t send people rushing to the store to grab a pack of Bud Light. I also suspect he fully understands the situation is way beyond a boycott by now and, for many consumers, Bud Light has been permanently replaced by another brand. Finally, I’m confident he knows the AB CEO would have to give a real apology to earn back any of the business his company lost.

So why did he make the post? When I read it, my impression is it was packed full of comms, but I wasn’t up to the task of decoding most of them. One thing that is clear is POTUS claims to know which companies are woke and which ones are not. He said he was making a list and was thinking about releasing it.

My gut feeling is this post was part of a larger, behind the scenes effort to take down many of these companies woke leadership. He fired a shot over there bow using the single most devastating brand boycott as the warning projectile.