Bud Light's VP says she wanted to update the 'fratty' and 'out of touch' branding with 'inclusivity' days before Dylan Mulvaney's controversial partnership with beer was unveiled

Daily Mail UK ^ | April 10, 2023 | Ross Ibbetson

[Morgana]

Bud Light's vice president said she wanted to update its 'fratty' branding with 'inclusivity' days before Dylan Mulvaney's partnership was unveiled.

Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been 'in decline for a really long time' - despite it being America's number one brew with a market share of more than 13 percent.

The Harvard graduate stated that it was essential that the brand attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.'

Heinerscheid, 39, gave her expertise just three days before a furious backlash was unleashed when transgender influencer Mulvaney released the Bud Light promotional on her Instagram page.

Now the company is reeling from its controversial marketing strategy and has not posted on its official Twitter account for more than a week - prompting speculation there has been an internal shakeup as a result of the botched advertising campaign.

Although Heinerscheid says the Bud Light brand is on the wane, it remains the flagship beer of parent company Anheuser-Busch InBev.

The Belgian multinational, the world's largest brewer, saw its profits rise above expectations to more than 7 percent in the last quarter of 2023.

It reported last month its core profit - earnings before interest, tax, depreciation and amortisation - was $4.95 billion.

Heinerscheid previously worked as a marketing guru at AB InBev before moving to take the helm as Bud Light's vice president in July last year.

Her LinkedIn profile proudly states that she is the 'first female to lead the largest beer brand in the industry.'

[Regulator]

One picture...

Millions of words

[Jim Noble]

Obama would have made this mistake.

Clinton? Never.

[wardaddy]

Heinerschnied?

What kind of name is that?

I'm a southerner

We don't have many of those Heinerschnieds down here

Nor Harvard grads for that matter

Let's see what a beauty this genius is?

I looked her up

She's not like hideous but not really pretty

Kind of soccer mom athletic

Cancer survivor

And not Jewish social media claims she gets tagged with that a lot

I'm guessing over achiever proving herself to dad changing the world

Id tell her one thing simple

Swills and folks on budget drink bud lite

Most women drink white claw it seems

I'm not going to condemn her

I think she's clueless and myopic

[Mariner]

The stupid b!tch does not know that light beer has a limited market and it’s all straight male.

The only people who like to pound 10 of them on a Saturday.

She knows nothing about her own market and is on her way out the door.

[Thommas]

The Harvard graduate stated that it was essential that the brand attract more female and younger drinkers because
otherwise 'there will be no future for Bud Light.'

Harvard graduate, eh? Using her Liberal Arts degree to market beer, eh? Budweiser still has 13% market share?

A few more insights like this, Alissa, and Budweiser truly will have no future.

[wardaddy]

She’s VP of Bud Lite

In charge of its growth and marketing

She’s been vocal about changing the brand

I don’t think she’s on the board

I could be wrong

[Texas resident]

Either way, what knucklehead(s) on the board allowed this to go forward?

[BenLurkin]

I always thought Orel Hershiser sounded like some kind of dental instrument, Like maybe the thing they use to spray water in your mouth.

[Macoozie]

Like a Cliche

Almost reads like a groomer ad . . .

"Bud Light's vice president said she"

"The Harvard graduate"

"it was essential that the brand attract more female and younger drinkers"

[madison10]

No, you are not missing anything. Putting a tranny on the can was a very stupid, arrogant move on the part of Budwiser. Just how many woke nimcompoops does Bud think they have as customers?

Horses on the cans would have been thousands of times smarter.

[freedomjusticeruleoflaw]

Fratty boys drink ales.

[Altura Ct.]

You have idea who your customer is was.

[wardaddy]

Honestly Ben she’s not like dog food ugly she could be passable by back seat car light and a case of Bud lite

Just another hear me roar chick

Plus a major issue for any business is when the folks running it despise their customer base

(See CMT )

[Texas resident]

And she probably still doesn’t have a clue as to how much financial damage she has done.

[1Old Pro]

"it was essential that the brand attract more female and younger drinkers"

Then focus on your seltzer, and make it with real juice and real vodka.

[rockrr]

How's that "decline" going now Alissa?

[wardaddy]

Well done

Noel Coward award of the day here to you!

[OttawaFreeper]

Oh my, ain’t it grand to hear someone born in a year like 1983 or 1984 telling us about inclusivity, lol?

[Frank Drebin]

I agree, wardaddy, she's just another "useful idiot" as they are called...

This young woman and her team should have already been fired for their outright theft of concept for their 2023 Bud Light Super Bowl commercial effort:

Bud Light Hold - Easy to Drink, Easy to Enjoy

Concept stolen from Lennar Young's video from 2018:

Lennar Young - When You Get Put on Hold

For even deeper insight into the marketing mind of Mrs. Heinerscheid (if you can stand an hour of 'vocal fry' voice), here is the full interview referenced by 'Black Conservative Perspective' segment:

[Make Yourself at Home E21] Alissa Heinerscheid, VP, Bud Light, Anheuser-Busch

[BobinIL]

Corporations today are being required to hire unqualified candidates to satisfy DEI quotas. They pass up many qualified and experienced candidates due to them basically being white males. Plain and simple. This is the result.