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 ...
NEVER let a LIBERAL CHICK run a Beer Company!
Obviousy she doesn’t like women who are prettier than her.
She said that “there would be no future” for Bud Light if she didn’t make this PSTUPID move!! WOW!!
BINGO!! Harvard is sure turning out STUPID people!
has she passed the La threshold at least?
Stop putting women in charge of marketing products consumed by men.
Ah, Harvard grad.
To follow up on my response to you about Atlas Shrugged, I would suggest a viable business opportunity would be to set up a relocation business consisting of real estate agents, business opportunities, tax laws, etc. for anyone looking to relocate from a blue area who can’t decide or needs help finding the right location opportunity for them and their families.
Today at our local Florida Publix, full end caps and displays of Corona and Stella, Anaheuser Busch on items on sale!
Shall we assume she got her job because she’s a woman, a sexual weirdo, of color, or had a rich daddy? Anything OHTER than merit?
Makes their jobs more secure and only the company and bottom line suffer.
An example of how bad it can get? Remember over-staffed silly biased twitter? With safe spaces and yoga rooms?
That'll be Budweiser in 5 years...
I am not a beer drinker or alcohol drinker but wouldn’t Bud making a better beer attract more customers in all demographics?
I’m sure pipe fitters, well drillers, diesel mechanics, construction guys, etc. LOVE being described as ‘fratty’.
What fridden ‘woke’ absolute idiot.
Looks like an emaciated dude.
“Then focus on your seltzer”
indeed ... all the yutes i know drink that stuff ... Zima was 30 years ahead of its time ...
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.