Recently resurfaced video shows Alissa Heinerscheid, the vice president of marketing at Bud Light, trashing the beer company’s customer base.
The video made the rounds after Bud Light partnered with Dylan Mulvaney, sending the transgender TikTok star a beer can with his face on it. Another Bud Light can features a rainbow and the phrase “celebrate everyone’s identity,” with various pronouns printed on the can.
Dylan has posted several videos on social media advertising the beer. The advertising campaign sparked massive backlash from the Bud Light’s customers. (RELATED: ‘They’re Damaging Women’: Pro-Life Pregnancy Centers Blast Lawmakers For ‘Wildly Specious’ Reporting)
“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 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 in a March 23 episode of the YouTube show Make Yourself At Home, which had 389 subscribers as of Monday morning.
Meet Alissa Heinerscheid, Bud Light’s VP of Marketing. She explains her strategy of using “inclusive” marketing to promote the brand to young people. pic.twitter.com/hFpe8YnbBc
— Catch Up (@CatchUpFeed) April 9, 2023
“So I had this super clear mandate,” Heinerscheid continued. “Like we need to evolve and elevate this incredibly iconic brand. And what I brought to that was a belief in ok what does evolve and elevate mean? It means inclusivity, it means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and appeals to women and to men. And representation is sort of at the heart of evolution.”
“And we had this hangover. I mean, Bud Light had been a brand of fratty kind of out-of-touch humor, and it was really important that we had another approach,” she added.
The video has been shared by several popular Twitter accounts, and has amassed million of views.
“Brilliant strategy to hang your marketing plan on Trans appeal for 1% of the market while insulting the 45% of the women and the 54% of the men in the market,” one Twitter user commented. “Go woke and go broke but, fire the marketing exec before Bud Light lands in the graveyard of forgotten brews.”
Bud Light parent company Anheuser-Busch defended the partnership in a statement issued on April 3.
“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points,” the spokesperson said. “From time to time, we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”