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Bruce Dowbiggin

Sturm Und Drag: Bud Light Says Hold My Beer

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Another day in the death of the alpha male: Bud Light, the American beer famous for its ties to pro sports and macho men (“Less Filling/ Tastes Great”) , has debuted a promotion featuring trans influencer Dylan Mulvaney to commemorate “365 Days of Girlhood,” his first year as a woman. https://www.foxnews.com/media/bud-light-pact-trans-activist-dylan-mulvaney-helps-authentically-connect-with-audiences

In Mulvaney’s honour the company created a beer can with Mulvaney’s image as a vamping hussy. In the video Mulvaney sits in a bathtub full of Bud Light tins gushing about the honour of having a beer can with Mulvaney’s image on it. Brewer Anheuser-Busch says the campaign will “authentically connect with audiences across various demographics and passion points… This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”

Oh, well… in that case. Never mind. I mean, they gave Dylan a beer. What more do you need?

Needless to say the campaign got some negative feedback from Kid Rock. Liquor stores are rejecting shipments of Bud Light. And traditional women are not amused. “It’s disappointing to see someone making a mockery of females be applauded for it,” said competitive skateboarder Taylor Silverman.

That aside, the Mulvaney stunt is just another thumb in the eye from corporate America to its once-traditional market: sports-loving men. Under the banner of BLM icon Colin Kaepernick, radicals have re-invented brand marketing. Go Trans Go.

How will the Mulvaney campaign go over? In 2019 razor-blade maker Gillette dropped its “The best a man can get” campaign in favour of introspection about #MeToo. Seven months later, Gillette’s parent company Procter & Gamble was forced to take an $8 billion write-down for the increasingly “toxic” brand.

But much has changed since then. Joe Biden became U.S. president and the sluice gates opened for aggressive re-casting of gender and racial roles. Meritocracy died. Men competing with women in sports became accepted in officialdom. The corporate world consumed with “settler guilt” has entirely surrendered to ESG and DEI and the other acronym causes.

To offer resistance is now a one-way ticket to the cultural gulag from radicals who claim “silence is violence”. Before watching a Maple Leafs game at Scotiabank Centre in Toronto one must first absorb an endless verbal pummelling on inclusion, tolerance, diversity and permission to use the space from a laundry list of 18th century indigenous stakeholders.

Before anyone ponders this too deeply it’s best to remember that petrified corporations don’t advertise products anymore. Nor do they fixate on shareholder value. That’s so last week. Guided by their armies of high-priced gender and race consultants they now advertise attitudes and empathies. They promote virtue and inclusion. Sturm und Drag.

So when Budweiser locks labels with Dylan Mulvaney it’s not in the desire to boost sales in the tiny trans community (0.04 percent of U.S. population). No, the target market for trans-beer pitches and Gillette #MeToo lectures is the most valuable demographic in today’s politics: The audience for The View. Middle- and upper-middle class educated white liberal women. Preferably single. Politically driven to cluster around puppies and progressive values formulated by Madison Avenue in league with AOC.

Seeing Dylan Mulvaney in a bathtub vamping with his vanity beer reassures them that they are on the right team with actress Drew Barrymore, who knelt before Mulvaney on her afternoon show. That they wear the same jersey as president Biden, who fawned over Mulvaney at the White House. That they’re one with those thrilled at the February news that Mulvaney had accepted a Queerties Groundbreaker Award in Hollywood.

Messaging in this turbulent time is created to assure them who are the bad guys and who are the good guys. And that they are definitely on the side of the angels. Some might assume that their harsh treatment at the hands of Science® during the Covid Ordeal might have driven them into the arms of skeptics. The opposite has in face happened. Stockholm syndrome has created a captive class of SJW warm troopers now ready to lock down for Climate.

Lest anyone think that this demo’s power is a passing phase, take note of the attention that political fixers now pay to the bloviations of Joy Behar, Sunny Hostin and crew. It was The View’s target audience that sat out the 2016 election, allowing Trump to squeak home, and that beat Trump in 2020, where they preferred Biden’s senility over Trump’s boorishness.

In Canada, Alberta’s NDP has moved its HQ to the unfriendly confines of Calgary in preparation for the provincial election in May. The better to capture the soccer moms and social-justice gig workers away from Danielle Smith and the UPC. The success of this process will no doubt influence the federal election where the heart-throb of The View crew, Justin Trudeau, will try to ride their coattails into a fourth term as PM.

Who knows? If Justin gets another term using this formula Bud Light might even just cast a beer can in his honour. Trudeau Very Lite.

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Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. Inexact Science: The Six Most Compelling Draft Years In NHL History, his new book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via http://brucedowbigginbooks.ca/book-personalaccount.aspx

 

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BRUCE DOWBIGGIN Award-winning Author and Broadcaster Bruce Dowbiggin's career is unmatched in Canada for its diversity and breadth of experience . He is currently the editor and publisher of Not The Public Broadcaster website and is also a contributor to SiriusXM Canada Talks. His new book Cap In Hand was released in the fall of 2018. Bruce's career has included successful stints in television, radio and print. A two-time winner of the Gemini Award as Canada's top television sports broadcaster for his work with CBC-TV, Mr. Dowbiggin is also the best-selling author of "Money Players" (finalist for the 2004 National Business Book Award) and two new books-- Ice Storm: The Rise and Fall of the Greatest Vancouver Canucks Team Ever for Greystone Press and Grant Fuhr: Portrait of a Champion for Random House. His ground-breaking investigations into the life and times of Alan Eagleson led to his selection as the winner of the Gemini for Canada's top sportscaster in 1993 and again in 1996. This work earned him the reputation as one of Canada's top investigative journalists in any field. He was a featured columnist for the Calgary Herald (1998-2009) and the Globe & Mail (2009-2013) where his incisive style and wit on sports media and business won him many readers.

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Bruce Dowbiggin

In Contentious Canada Reality Is Still Six Degrees Of Hockey

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There’s an observation that only two things bind modern Canada. The federal equalization scheme and hockey, The past year illustrated that equalization is on tenuous ground with talk of separation in Quebec, Alberta and Saskatchewan.

Hockey, conversely, drew the nation closer at the moment that Donald Trump read the riot act to Canada’s elites. After the mens junior squad bombed out of the Junior Hockey championships for a second straight year, a new crisis emerged. To cover their purging of Justin Trudeau and insertion of Mark Carney as PM. the notorious Mike Myers’ Elbows Up homage to Gordie Howe’s elbows was appropriated by the Liberals (In true Woke wonk fashion, Howe never carried his elbows in Carney’s crash position. He kept them by his sides for greater power.)

In February’s Four Nations Cup, played at the height of tension between the two nations, Americans launched a Shoresy brawl in the first game, won easily by Team USA 3-1. As we wrote at the time, “Despite public calls for mutual respect, the sustained booing of the American national anthem and the Team Canada invocation by MMA legend Georges St. Pierre was answered by the Tkachuck brothers, Matthew and Brady, with a series of fights in the first nine seconds of the game. 

Three fights to be exact when former Canuck J.T. Miller squared up with Brandon Hagel. (All three U.S. players have either played on or now play for Canadian NHL teams.)  Premeditated and nasty. To say nothing of the vicious mugging of Canada’s legend Sidney Crosby behind the U.S. net moments later by Charlie McEvoy.”

Perhaps the least-appreciated aspect of the tension was the booing of the Star Spangled Banner by Canadians who have many Americans playing in their nation’s NHL squads. Leftist Toronto Star scribbler Bruce Arthur, bristled, “You’re damn right Canadians should boo the anthem.”

But in the rematch for the tournament title Canada reversed the tables, winning 3-2 in OT.  The rush of nationalistic pride— from people who just weeks before were at each other’s throats over Indigenous claims and pipelines—fed a demographic topsy-turvy that swung Liberals 20 points in the polls, defeating the stunned Conservatives and coming within a few seats of a majority under Carney. Such was the hockey-fed insanity that NDP voters abandoned their far-left mantras to vote for a man who’d only weeks prior was a director of international giant Brookfield Investments.

One other byproduct of the Four Nations was the defrocking of Canadian legend Wayne Gretzky, who’d made a public show of his support for Trumping the 2024 presidential election. He was coldly rebuffed as he shook hands with the Canadian players before the Final game. It was not the finish for Gretz. He was reviled for golfing with The Donald in November, and then mocked for his faceplant appearance at the FIFA 2026 World Cup men’s draw. We wrote, “Gretzy apparently thinks there are countries called “North Mack-a-donia” and “Cur-ack-ow.” Other stabs at geography were almost as tortured.

Bitter Canadians could put up with him sucking up to Trump (he was mentioned as being in the crowd at the DC Xmas tree lighting) but failing geography is unforgivable. The week that started with Gretzky in a photo golfing at POTUS’s Jupiter, Florida, golf course was ending with him pummelled for his abuse of nations with different-sounding names. The Wayne Gretzky Center For Kids Who Want To Talk Good.

In between the Gretzky episodes, two men who’d shaped modern hockey passed away. In September, on the anniversary of his participation in the 1972 Canada/ USSR series, Ken Dryden died at age 78. “For a generation that watched him develop he was likely the quintessential modern Canadian. Son of a charitable community figure. Educated in the Ivy League. Obtained his law degree. Served as a federal cabinet minister. Author of several definitive hockey books (The Game is perhaps the best sports non-fiction in the English language). Executive of the Toronto Maple Leafs. And more.

“He was on the American telecast of the 1980 U.S. Miracle On Ice at Lake Placid. And the radio broadcast of the 1976 Canada Cup. Ubiquitous media source. Loyal to Canada. And crucially, a son, husband, father and grandfather. If you’d created a model for the citizen of Canada of his times it was Ken.”

A less-loved figure in hockey— but no less significant— died the week after Dryden with the passing of former NHL Players Association director Bob Goodenow, who led the union through three momentous labour fights. Our take: “Tenacious, fearless and bold describes his style. Cuddly and sentimental he was not. The former lawyer and player agent for Brett Hull was not impressed by NHL self-dealing, and he said so. The Harvard product made a bad enemy after he succeeded Alan Eagleson in 1992.

“Today’s players owe him so much for finally giving them self respect. While players in other leagues ate steak, NHL players ate KD. Our book on the topic Money Players is an exhaustive catalogue of dirty dealing and deceit.

“Goodenow convinced hockey players that to earn their worth in the market they had to stick together in negotiations. It would be trying as fans and the media took the owners’ line under new commissioner Gary Bettman when they locked out players in 1994. He didn’t suffer reporters who were NHL echo chambers or old-timers who pined for their good old days of making $1000 a year.

CBA negotiations have never been the same. Player salaries have never been the same. Media covering hockey has never been the same. Eagleson was criminally convicted in the U.S. and Canada for the self dealing revealed by Conway and us. That’s an impressive legacy. RIP the man who reformed pro hockey from within.”

In a hangover story stretching back seven years, the sexual assault trial of the World Junior Hockey gold medalists of 2018 was a field day for narratives in the media and the courtroom. The facts, meanwhile, were stowed away beneath the surface of social media. As we reported in our June 28 column: “Outside diligent reporters such as Katie Strang of The Athletic and Rick Westhead of TSN, the media universe simply assumed guilt in the five players, because. hockey… Social media liberally smeared them as rapists, symbols of women’s degradation.

The five players on trial had been unfairly branded as criminals by Hockey Canada which rushed to condemn them in a quick civil settlement of EM’s charges. HC never consulted them about their side of the story before surrendering the cash. In the end, Ontario Justice Maria Carroccia found EM not “credible or reliable” enough to send the players to jail. While scolding their behaviour she declared the young men not guilty. It was a courageous decision, knowing it would prompt backlash. The Globe&Mail led the charge, declaring “After the Hockey Canada verdict Advocates fear survivors will fall silent”.

As 2026 dawns the outlook for Canadian NHL teams looks bleak. Just two teams would make the postseason today— Edmonton and Montreal— while Toronto, Ottawa, Winnipeg, Calgary and Vancouver wallow below the cut line. Which leaves the Elbows Up crowd pining for a replay of the Four Nations as Canada heads to the Olympic tournament. Don’t expect Wayne Gretzky to ride to their rescue.

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his 2025 book Deal With It: The Trades That Stunned The NHL And Changed Hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His new poetry collection In Other Words is available via brucedowbigginbooks.ca and on Kindle books at https://www.amazon.ca/dp/1069802700

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Bruce Dowbiggin

Be Careful What You Wish For In 2026: Mark Carney With A Majority

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“The unifying theme that enables the Liberal party to maintain its hold over Canada is persistent anti-Americanism…I hope Canadians finally mature, acknowledge that we are neither superior nor inferior to the United States, and abandon our collective national inferiority complex.” Conrad Black quotes a friend. 

Canadian media have almost always been reflexively anti-American. Fair enough. Abandoned by Britain they needed to push back. But the real fear of being consumed by the rebel colonies to the south has morphed into a fear of Donald Trump reminding Canada that it has been riding first class while paying economy.

Bashing noisy, bumptious America has always been good business if you owned a Canadian newspaper or television/radio network. The performative worship of Canadian leaders who cocked a snook at the Yankees led, in recent times, to the open-mouthed support for the fatuous Trudeaupian line of monarchs. As Ray Davies sang, “each one a dedicated follower of fashion.”

Since Pierre “The Bold” Trudeau succeeded Lester Pearson and ascended to the throne of the Family Compact in 1968, Canadian policy from Viet Nam to Trump has become “What are the Americans doing? Then let’s do the opposite”. Sample of spite: CBS TV pulled a controversial 60 Minutes news story —but it aired in Canada after being leaked by pissed-off CBS employees.

Yes, there was the brief Harper interregnum when Canada actually fought a military campaign alongside the U.S. in Afghanistan. But mostly it was Jean “Golf Balls” Chretien sitting out the Iraq War.

Alas, all good things must end. Or at least pause. People were starting to notice that Justy was a Chinese trusty, his Montreal riding campaign funded by hundreds of Chinese “businessman” from far away. The tragi-comic Trudeuapian succession hit a speed bump with Mark Carney being brought in to domesticate Canada in manner satisfactory to Brookfield and the EU.

But no one is betting the Libs won’t turn to a third generation of Quebec fashionistas— in the form of another Trudeau progeny— when all else fails.

As usual caustic Conrad Black sums up Canada best. With Quebec and Alberta talking separation he quotes a friend on the state of the nation. “What exists instead is a Liberal Party that manages — often quite poorly — the finances of a collection of provinces and territories, while relying on its media apparatus to shape and safeguard its narrative. It resembles a hedge fund supported by an image consulting firm.” (Insert your convict felon/ anglo wannabe reference here.)

There is no doubt that, as 2025 skulks out, the “image-consulting firm” painting rosy pictures of the Laurentian Elite is in for a a challenge. Justin thought using Trump as his pretext could achieve peace by buying up the lads and lasses of the fourth estate. It worked with Covid and the Truckers Convoy as the column writers/ panel hosts dutifully wrote it like he called it (even as the international press chided Trudeau.).

But even those good times didn’t last, forcing the Libs to do a presto-chango before Justin could lead them to a catastrophic defeat in the spring election. Once more, faced with Trump’s aggressive posture toward trade with Canada, the press closed ranks over Elbows Up, portraying CPC leader Pierre Poilievre as Dick Dastardly.

But new polling shows that the burst of enthusiasm for more Liberal pantomime is wearing thin. The new “new” trade deal promised with Trump has dissipated. The threat to private home ownership in B.C. by government’s indigenous land concessions has sent a chill through the middle class. The NDP fainting goats who bought Elbows Up are headed back to Crazytown, likely under Avi Lewis.

Now, at last, the reckoning promised by the Conservatives’ 20-point lead in polling this time last year may be at hand. While the diehards will go their graves mumbling land acknowledgements and 32 pronouns, there is hope that the under 60s— who emphatically support the Tories— will force change.

What change? Tristan Hopper in the National Post suggests that one place to start reforming the jalopy of Canadian government is in the oceans of money lavished on cause-related political leeches. Seeing the Bondi Beach slaughter by ISIS radicals many now question how long before Toronto or Montreal experiences a similar tragedy at the hands of jihadis who are lavishly supported by tax money.

Yes, not all Muslims in the West are terrorists. But almost all terrorists in the West are Muslim. Hate-spewing Hamas groupies from college faculty are regularly allowed major intersections with police protection as they promise to wipe out infidels. Till now it’s been poor form to even mention, let alone criticize, this pantomime.

Withdrawing financial aid to these groups and their academic fellow travellers would immediately rob these brigands of their impact. The cries of despair from cutting the cord would also expose those in the Commons who have coddled these vipers with grants and ministries.

Similar hacking at the slush money aimed at every other form of leftist posing— from trans to indigenous to illegal immigrants— would also mark the end of free money. Of course there will be caterwauling from the Elizabeth May Free Lunch crew. But with the threat of Canada coming apart with Quebec and Alberta/ Saskatchewan headed for the door those usual dissenting voices will be muted.

Only one thing stands in the way of this culling. That is PM Mark Carney coercing one more MP to cross the floor to his party, cementing its majority status for up to four more years. While the At Issue panels slap their flippers in glee at Poilievre’s demise, the rest of the nation will be less enthralled with the new realities of censorship, trade and housing.

As Stephen Punwasi states. “People in Canada can’t afford homes & prices can’t fall because debt was securitized with widespread fraud—so taxpayers will subsidize foreign speculation. It’s like they hired the mayor of Vancouver to run housing. Oh—they did, eh? Kids, run.”

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his 2025 book Deal With It: The Trades That Stunned The NHL And Changed Hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His new poetry collection In Other Words is available via brucedowbigginbooks.ca and on Kindle books at https://www.amazon.ca/dp/1069802700

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