Posted on 04/10/2023 7:42:26 AM PDT by 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.'
(Excerpt) Read more at dailymail.co.uk ...
I figured it would be a woman.
I was thinking of Hillary, not Bill. She is absolutely tone-deaf.
In Kamala’s defense, when she was 20-25 years younger, I could see how some old man whore like Willie Brown might find her attractive and give her a job.
In the Bud Light VP’s case, she fugly as in Wolf Ugly, virtually no one would give her a job in exchange for a BJ.
Yeah, who needs those "fratties", anyway? When I was president of my chapter, the Bud rep (to my own peril) made sure I had a fresh keg in the President's Suite at all times. But, hey, you go after the Bubble Bath Bois, lady! They are clearly the future of kegger parties.
“I’ll take I think she’s a lesbian for $200 Ken.”
Too white, too cis gendered male, too working and middle class.
But ask yourself this, Alissa...
Who makes up the largest sexual preference demographic in the USA?
Gays? Transvestites? Transgenders? Lesbians? Bisexuals?
No. Cis gender or normals or heterosexuals, or whatever you wish to call them, are by far the biggest group and therefore provide the most potential for beer sales.
Marketing 101. Pay on your way out.
Atlas Shrugged was supposed to be a novel and a cautionary tale, not a documentary.
“I was thinking of Hillary, not Bill. She is absolutely tone-deaf.“
Yes, but she was never President and had remarkably little political influence during her years in the game, now long over.
“...because otherwise ‘there will be no future for Bud Light.’”
Looks like she yanked that future into the immediate present.
They will be studying her advertising skills at Harvard on how to fail a company.
Bud tastes nasty so the brand has to expand to try to capture people who either don’t drink beer, or already drink an artisanal beer.
My standards must be higher- she’s hideous.
The AB exec checks enough boxes to Peter Principle her way into good money...female, Ivy League (read “woke”), probably a sorority girl, may have been involved in drunken shenanigans with the right frat boys for future job prospects. Who knows where Monica Lewinsky might be if she’d played ball. Wasn’t Vernon Jordan looking into getting her an exec position at Revlon?
At this point, I am doubting whether SHE is a SHE.
Nutcase that should be unemployed and shunned by the corporate world for throwing away profits and dividends, and sued by shareholders within an inch of her life. The majority of America’s beer drinkers don’t give a crap about your feeeeeelings or those of the misfit delusional mentally ill fake women and men, Ms. Heinerschied. GFY and your agenda.
When I was in college frat boys drank what ever was cheap and they could get their hands on. Soo probably Bud Light
Don't forget this is the same brand that pulled the overwhelmingly successful Spuds McKenzie ad campaign because it was seen as encouraging kids' interest in alcohol.
Beer drinking dog - Bad influence on kids
Confused, mentally ill, hormone abusing, transvestite - fine and dandy
Yeah, frat boys turn into frat men and alumni. Then they attend college games. Then they have kids, and the cycle continues possibly.
Atlas Shrugged is actually a novel I would like to see more of it become true instead of fiction, I would especially like to see a modified version of Galt’s Gulch become a reality.
I would like to see every center right and very right leaning person living in liberal areas who have no hope of getting their candidate elected, move to red areas.
The goal would be twofold, it would further strengthen red areas and purpose two would be to totally collapse the blue areas, they are beyond saving at this point and need to fully and finally suffer the consequences of their actions.
It’s already happening to some degree; I would just like to see it expedited.
I guess this genius business expert never heard of the tried and true method of repeating the last successful ad campaign. Nope. They always have to come up with some new kicked-in-the- head idea. Moron.
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