(PasteMagazine) - The last few years—actually, make that the last few decades—have not exactly been kind to the Budweiser brand in the U.S. Although Bud Light has had considerably more time in the sun since it was first developed in 1982, the former flagship product of Anheuser-Busch, affectionately known as “Bud Heavy,” has sunk like a lead stone as its target demographic shrinks on a yearly basis. Combined with the growth of the craft beer industry and the rise of imports from countries such as the U.K. and Mexico, the overall rate of domestic beer consumption fell from 87.7% in 2000, all the way to 67.6% in 2017. And that decline is only continuing today.