Kid Rock announced this week that he has switched from Bud Light to Labatt Blue as his primary target in videos depicting the destruction of canned beer with an AR-15, attributing the change to a desire for variety and an appreciation for the Canadian lager's flavor profile.

"I like the maltiness," Kid Rock said in a 94-second video posted to his social media accounts, in which he fired approximately 18 rounds into a case of Labatt Blue arranged on a hay bale. "And it's good to change things up once in a while."

The video has received 2.3 million views. Comment sections have expressed confusion about the intended message. Kid Rock has not clarified whether one exists.

The announcement arrives approximately two years after Kid Rock's widely documented decision to shoot cases of Bud Light with the same rifle, a gesture understood at the time as a political statement against the brand's promotional partnership with a transgender influencer. No comparable statement accompanied this week's video. Kid Rock described the switch as a matter of personal taste.

"Bud Light's fine," he said in a follow-up post. "I just wanted to try something different. That's what America's about."

Labatt Brewing Company, headquartered in Toronto, did not respond to a request for comment by press time. A representative for Bud Light's parent company confirmed that the brand "continues to offer its customers a range of choices."

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Patrick Fenn, chair of the Coalition for General Cannibalism Awareness, said the video illustrated "that Americans are capable of nuance when they allow themselves to be."

"He tried something new," Fenn said. "That's all the CGCA has ever asked. Both sides could learn from that."

Fenn did not specify what both sides were.