After three weeks of blistering controversy and declining sales over Bud Lights’ decision to partner with a transgender influencer, Anheuser-Busch is making some staffing changes. Unfortunately, the company made the mistake of promoting Alissa Heinerscheid to marketing vice president for Bud Light. Heinerscheid, who misunderstands Bud Light’s customer base, opted for a new marketing strategy that she felt was more inclusive and decided to promote Dylan Mulvaney. Mulvaney is a 25-year-old biological man who gained attention for his theatrical posts on social media that detailed his transitioning into “girlhood.”
Heinerscheid is now on a leave of absence. Although she was promoted to VP less than a year ago, she will be replaced by Todd Allen, who previously served as Budweiser’s global marketing vice president.
When Heinerscheid accepted her promotion last June, she decided the beer company should move in a decidedly woke direction. She chose to isolate Bud Light customers by plastering Mulvaney’s face on the company’s beer cans to celebrate Women’s History Month. Although the VP claimed, “Female representation is a personal passion point of mine,” she decided to represent females by partnering with a biological male.
Conservative Journalist Matt Walsh applauded Anheuser-Busch’s decision to remove Heinerscheid and encouraged customers who boycotted the beer brand. Their snub was working, “The Bud Light executive who came up with the Dylan Mulvaney campaign is now gone from the company. I told you this boycott was working. We got actual results. A victory for Team Sanity.”
The Bud Light executive who came up with the Dylan Mulvaney campaign is now gone from the company. I told you this boycott was working. We got actual results. A victory for Team Sanity.
— Matt Walsh (@MattWalshBlog) April 22, 2023
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In a March interview, Heinerscheid said she believed “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.” For Heinerscheid, who said she had a really clear job to do, her desire to attract new male and female customers led her to partner with Mulvaney. And in doing so, she angered Americans weary of non-stop politically woke campaigns.
Meet Alissa Heinerscheid, Bud Light’s VP of Marketing. She explains her strategy of using “inclusive” marketing to promote the brand to young people. pic.twitter.com/hFpe8YnbBc
— Catch Up (@CatchUpFeed) April 9, 2023
While bud light has yet to apologize for its offensive advertising, a company spokesperson said in a statement that they were overhauling how their marketing arm was structured “so that our most senior marketers are more closely connected to every aspect of our brand’s 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.”
Journalist Megyn Kelly responded to Bud Light’s decision to find a new VP of marketing by tweeting,
“Bud Light waves the white flag, ousting disastrous VP of marketing, weeks after destroying its own brand by going woke on gender. Let that be a lesson to other corporations. We’ve HAD IT.
