News/Commentary

Second Bud Light exec takes leave; consultants with knowledge of DC ‘conservative circles’ hired

April 24, 2023 | | Print Article

A second Bud Light executive has now taken a leave of absence as Anheuser-Busch rearranges the management chairs on the deck of the brew’s Titanic following a massive boycott by conservative drinkers who are ticked with the company hooking up with transgender Dylan Mulvaney.

Daniel Blake, an executive for marketing at Anheuser-Busch covering mainstream brands, is the second executive in a week to go on leave following the fallout from the Mulvaney mess, according to the Wall Street Journal. He was the boss of Bud Light Vice President of Marketing Alissa Heinerscheid who took a walkabout and is on leave from the company as well.

Blake worked with the company for nine years. No replacement for him has been announced. Heinerscheid is being replaced by Todd Allen who was Budweiser’s global marketing vice president.

“The decision to take a leave wasn’t voluntary, according to people familiar with the matter,” the Wall Street Journal reported.

 

“Given the circumstances, Alissa has decided to take a leave of absence which we support,” a statement released by an Anheuser-Busch spokeswoman contended. “Daniel has also decided to take a leave of absence.”

Heinerscheid was allegedly attempting to “evolve and elevate” Bud Light.

“I’m a businesswoman. I had a really clear job to do when I took over Bud Light,” she noted in a March episode of the “Make Yourself at Home” podcast. “It was this brand is in decline. It’s been in 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.”

“Representation is sort of at the heart of evolution,” Heinerscheid disastrously claimed. “You’ve got to 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 we had another approach.”

The seismic shift in management was utterly predictable as conservative drinkers swore off Budweiser products and bars nixed selling the company’s beer. There’s nothing that gets a company’s attention like hitting its bottom line… hard. However, the insanity seems to be a contagion among big businesses such as Nike and now Maybelline.

https://twitter.com/OliLondonTV/status/1650291247787958273

It all began on April 1st in a campaign that could have been an April Fool’s stunt. Unfortunately for Anheuser-Busch, it wasn’t. There were video promos with Mulvaney and one had the transgender, in the tub no less, taking a bubble bath and swilling Bud Light. The transgender’s face was plastered on Bud Light cans as well, offending a wide swath of American beer drinkers.

Mulvaney dressed up like Audrey Hepburn from Breakfast at Tiffany’s, wearing a black dress, black gloves, an updo hairstyle, and a necklace while carrying five beers to sell the brew for a sport the transgender knows nothing about.

“This month, I celebrated my ‘365 Days of Womanhood,’ and Bud Light sent me possibly the best gift ever … a can with my face on it,” Mulvaney proclaimed, setting social media on fire.

Celebrities such as Kid Rock and Travis Tritt vowed never to drink Bud Light again and went on social media to slam the company. Many on the right called for a boycott and rival non-woke beers started popping up.

Anheuser-Busch says that it will also adjust some of its marketing department functions to ensure senior staff is fully connected to decisions about brand activities.

“These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country,” the company declared, according to the Wall Street Journal.

The company has also hired two consultants with experience in DC’s Beltway conservative circles to advise the brand going forward, according to Fox Business. Whether that damage control can stop the fiscal bleeding out of the company remains to be seen.

 

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