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 ...
FReepers had I been in her shoes I would have got the Clydedales out of their stables and gone old school. The young kids would have thought it was something new.
That picture on the beer can is that really on the cans ? LOL
Nobody wants to think about puke inducing ads when consuming a beverage.
How stupid could Bud be to think otherwise?
“Fratty” and “out of touch” — sounds like she aced the Professors Obama & Clinton Marketing 101 class that taught “deplorables” and “clingers.”
I love the beautiful, dignified Clydesdales. And they used to have the cutest commercials featuring them. Budweiser sure shot themselves in the foot with this tran garbage.
I don’t understand how a twerpy guy’s cartoonish caricature of women should appeal to women ... and for that matter, anyone else.
I see the problem.
Waiting for the other (Nike) to drop. The trans Mulvaney dancing around in a Nike sports bra ad is too bizarre.
There is a corporate board. She is just one of the members.
What happened to the rest of the boardroom types that agreed to do this?
I love beer, but there’s no way I’d buy a Budweiser product ever again. Stand up to this insanity wherever you are. NUTS!
She wants to attract more women drinkers to the product.
So , this woman thinks that you can attract more women to your product, by using a man pretending to be a woman, in your marketing campaign.
I’m sure I missing something . I admit I am not in marketing or advertising , but seems like this marketing campaign didn’t really work the way they hoped.
Yup. They may as well use mangy mules to pull their beer wagon.
This thing makes me nauseous.
Yes Budweiser just found out what woke causes low profits fag queens not happy.
The movie Idiocracy was supposed to be a comedy satire about life in the future.
We are now witnessing the movie Idiocracy coming true, where art imitates life.
I am a SHE/HER and if I was CEO of that company you know what? I would have put a Clydesdale on the can of Bud light!
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