Photo: Michael Loccisano/ Getty Images

It seems memetic warfare has given way to brand warfare for the brain geniuses of the alt-right, who’ve developed a curious way of owning the libs these days. Last week, for example, Nazi rag the Daily Stormer and a slew of other racists began heartily expressing their love for Papa John’s after its scumbag CEO said the NFL protests were hurting his business’ profits. (This schlub went so far as to spoil the guts of an entire wedding party by serving it at his rehearsal dinner.) Hilariously, Papa John’s had to release a statement telling racists to please not eat its pizza. Libs = owned.

Now, instead of gorging themselves on shitty pizza, these not-snowflakes are sticking it to us by, um, not drinking whiskey. Jim Beam, specifically. See, Mila Kunis is the brand’s spokeswoman and the right is none-too-pleased after the actress revealed on Conan that she’s been donating money to Planned Parenthood under Vice President Mike Pence’s name, an act she describes as “peaceful protest.”

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“I disagreed with some of the stuff that Pence was doing and was trying to do,” she said, “and so as a reminder that there are women out there in the world that may or may not agree with his platform, I put him on a list of reoccurring donations that are made in his name to Planned Parenthood.”

The non-triggered, logically responding right then launched a hashtag (well, two, as they apparently couldn’t decide on #BoycottBeam or #BoycottJimBeam) and select members are making donations to pro-life organizations like the Susan B. Anthony List in her name. Pence even remarked on the protest.

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The #BoycottJimBeam hashtag remains active, with many expressing their displeasure with a company for hiring a woman who believes the government shouldn’t control her body. Some of the protestors were apparently right on the verge of buying a bottle, too. Damn.

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Many have been saying they’ll be drinking Jack Daniels now instead of Jim Beam, seemingly untroubled by the fact that Jack isn’t even a bourbon. It’s almost like this is all pointless affinity signaling that has nothing to do with these actual issues in the first place.

[via Uproxx]