Bud Light's marketing VP says she was inspired to update 'fratty,' 'out of touch' branding with inclusivity

Fox News ^ | April 10, 2023 | Alexander Hall

[McGruff]

Bud Light's vice president of marketing discussed in a recent interview how she was inspired to update the "fratty" and "out of touch" humor of the beer company with inclusivity.

Alissa Heinerscheid did an interview with the podcast "Make Yourself At Home" on March 30, where she discussed her work in transforming the Bud Light brand.

"I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light,'" Heinerscheid said.

Heinerscheid's comments have gone viral days later, after Bud Light and its parent company Anheuser-Busch received backlash for partnering with transgender activist Dylan Mulvaney.

[Cinnamontea]

“95% of fluster clucks have a woman involved near or at the top.

I think it's much more to do with the age of the person at the top. Inexperienced young people are behind most fluster clucks.

[guest7]

"She is so smart!! ROFLOL. Goodbye Bud light, and Good night."

All she had to do was, "do her business homework"...

Miller Lite commercial w/ Bob Uecker and Rodney Dangerfield (1986)

https://www.youtube.com/watch?v=IAcuoDYlgzM

[CodeToad]

You might think that, but experience says otherwise. Those young and dumb little idiots rarely mature and wise up. They just practice being stupid little kids and get better and more bitter at it with age.

[Justa]

They better not try this S with my coffee.

https://youtu.be/VdQKVDUBu2g?t=39

[cableguymn]

But can they chase them off as efficiently as she did?

[FamiliarFace]

Married, with 3 children born from surrogacy, and she is a cancer survivor.
https://modelfact.com/alissa-heinerscheid-jewish-religion-ethnicit-husband/

[tomkat]

Bud Light's marketing VP says she . . .

Ahh, clarity.

[FamiliarFace]

She’s married to Henry Charles Heinerscheid, partner at GreyLion.
https://www.greylion.com/team/henry-heinerscheid/

[rdcbn1]

Previous Bud marketing people knew how to keep their current customers and still pick up the young up and coming customer demographic. They had two parallel marketing plays. The first was their national. media campaigns that were really outstanding. This kept the brand popular with the mainstream. The second was an amazing grass roots marketing effort on college campuses, spring and winter vacation destinations and bars that catered to the young crowd to recruit the next generation. This grass roots effort was often pretty raunchy, trendy and edgey to appeal to the cool rebellious youth demographic. The grass roots effort was also carefully crafted to appeal to local sensibilities it was different in places like Boston, Miami, Dallas or LA. Some of it probably would have offended parents or existing customer base but they were never exposed and never knew. It was a darn effective marketing strategy.

[Codeflier]

I don’t care what their advertising is...you couldn’t pay me to drink that crap. Coors Light is by far the worst beer ever.

[guest7]

"Down here in rural Georgia, I still (until last week that is) see many cases of it being carted out of the local Walmart and grocery stores (by guys with beer bellies in trucks)."

"These guys will immediately stop drinking it and not because of a national boycott. The teasing will be brutal for anyone lifting a Bud or Bud Light."

'Famous Lite Beer Drinkers' Commercial (Miller, 1977)

Famous Lite Beer Drinkers' Commercial

[central_va]

The “New Coke” advertizing team is so happy about this...

[YouGoTexasGirl]

Sorry for your diabetes diagnosis. I hope that it can be healed or improved by what you eat and drink.

I have to say, after a day of mowing and weed-eating in the heat of the summer, sharing a cold Shiner Bock with my husband is more quenching than gatorade!

[Texas resident]

Bud advertised a lot at NASCAR events. And large car shows, spring break beach events and most major sporting events.

And they just threw all that away.

[T.B. Yoits]

Before being promoted to the Vice President of Bud Light, Alissa Heinerscheid was promoted to VP, Direct to Consumer Marketing at Anheuser-Busch in early 2020.

Suspect Budweiser is having problems filling positions since they were bought by InBev.

[Seruzawa]

Yep. Back in the 70s there were usually far fewer choices in beer on the shelf. Now Bud Light is overwhelmed with better choices. Even the cheapo beers like Icehouse are better than that Bud swill.

Courting the loonies won’t help it at all. If Anheuser is dumb enough to hire twits like her they get what they deserve.

[Zathras]

‘This brand is in decline”
Its interesting this is the same advice someone gave Intel back around 2000.
They told them they needed to update their corporate logo.
It cost the company billions and resulted in zero new sales.

I blame the Executives in both cases for not bothering to talk to their customers FIRST.

[ronnie raygun]

Just look at that face! got stupid written all over it

[bankwalker]

I would’ve returned it for a refund and told them it gave me food poison ... very loudly in front of other customers ...

[gdc61]

You’re just as blind as she is