The maker of Jack Daniel’s whisky said it will pull back on its DEI initiatives, buckling to pressure on social media as an “anti-woke” activist said he was preparing to launch a boycott.

Spirits giant Brown-Forman Corp. — with a market capitalization of $21.37 billion — is the latest company to scrap its diversity, equity and inclusion program, following Harley-Davidson, Tractor Supply and John Deere.

Major firms that rely heavily on a red state clientele have been caving to boycott pressure from corporate activist Robby Starbuck, who said Jack Daniel’s was next on the list, but that the company reversed its policies before he got the chance to lead a boycott.