Anheuser-Busch, the parent company of Bud Light, has reportedly switched up Bud Light’s marketing team in the wake of the Dylan Mulvaney controversy.
“Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser,” AdAge magazine reported.
BREAKING: Amid turmoil, BBD has learned Anheuser-Busch has changed #BudLight vp marketing to former global bud vp Todd Allen. pic.twitter.com/9qgovjT7ao
— Beer Business Daily (@BeerBizDaily) April 21, 2023
While no reason was offered for the abrupt switch, AdAge noted that, according to a statement from an Anheuser-Busch distributor out of Kansas, Heinerscheid’s decision to involve the company with Mulvaney “circumvented the proper approval channels.”
Heinerscheid’s ouster follows a recent interview she did with the “Make Yourself At Home” podcast in which she touted her efforts at making Bud Light’s marketing more “inclusive” and, ultimately, leftist.
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was this brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” she said on the podcast.
“So I had this super clear mandate. It’s like we need to evolve and elevate this incredibly iconic brand, and what I brought to that was a belief in — OK, what does evolve and elevate mean? It means inclusivity, it means shifting the tone, it means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men,” she added.
She went on to attack the brand’s past marketing efforts.
“And representation is at sort of the heart of that evolution. You gotta see people who reflect you in the work. And we had this hangover. I mean, Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach,” she said.
JUST IN: Bud Light’s marketing Vice President Alissa Heinerscheid is taking a leave of absence.
Here she is slandering her customer base as “fratty and out of touch” as she defends the decision to hire a tranny to promote their products.
If Bud Light is smart, they will fire… pic.twitter.com/wJMkyitD8F
— Collin Rugg (@CollinRugg) April 22, 2023
As previously reported, the controversy at Bud Light erupted after the brand decided to pursue a business partnership with Mulvaney, a biological male who purports to be a “transgender woman.”
In addition to making a special Bud Light can featuring Mulvaney’s face, the brand also had the “transgender woman” post the following promotion to his Instagram page:
View this post on Instagram
The backlash was swift.
“In the two days since Mulvaney’s post about Bud Light, which is owned by Anheuser-Busch, countless videos have been shared online showing consumers dumping their Bud Light products in trash bins and down sinks — and even violently destroying cans of the beer,” NBC News reported at the time.
Several conservative celebrities got in on the boycott as well.
For example, country music star Travis Tritt revealed that he’d be deleting Anheuser-Busch products from his tour hospitality rider. Meanwhile, rock star Kid Rock used Bud Light cans for target practice with his guns.
Dovetailing back to Heinerscheid’s ouster, most critics appear pleased with it, though a few are demanding Anheuser-Busch take the extra step of firing her.
Billions in losses and it took this long to only get a “leave of absence” ? What must one do to receive termination ?
— Mountain Mornin (@MorninMountain) April 22, 2023
She really has earned some time off. It takes a lot of work to destroy a multi-billion dollar corporation with a single ad. @AnheuserBusch needs to regroup and figure out how the company will recover after ticking off all their customers.
— Belinda (@Cobeekat) April 22, 2023
Traveling with my daughter from NM through TX for college rodeo. Been around tons of kids and not seen ONE drinking bud. Not one. Also, eating out when asking for beer list, eerily short list with zero AB products. She’s cost them the rodeo/western base.
— Sharon Romey (@RomeySharon) April 22, 2023
GOOD!!! Yes, she should be fired along with the executive team that oversaw this debacle .. I won’t consider drinking anything of there’s unless this happens and even then i probably won’t .. We should do this to Disney, Google, Microsoft, Pfizer, and any other company that…
— CenturionIRM (@CenturionIRM) April 22, 2023
This person is a postmodern cliché: wrong about nearly every important thing she believes, but rock-solid in her conviction that she’s right.
Even while she’s being proven wrong. To the tune of Billions.
Reality? Pff. Who needs it. “I have a MANDATE!”
— Wags (@LeifMcGrief) April 22, 2023
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