You simply aren't getting this. It might be schoolyard philosophy, but people are generally not all-inclusive in their associations with others. There are definite limits there. While the average Bud Lite drinker may (or may not) be tolerant of trans persons in a generalized sense, they may draw the line on that tolerance when being put in a position of having to be associated with them directly.
There are all sorts of products that are marketed to specific groups of people with the intent they'll buy the product but recognizing that other groups will not based on who that product is marketed to.
That VP was an idiot who didn't recognize this. Again, she made a hard Left turn politically and the Bud Lite customer base reacted to that negatively.