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<https://www.dailymail.co.uk/news/article-11956593/Bud-Light-marketing-VP- said-wanted-update-fratty-branding-days-Dylan-Mulvaney-ad.html>

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'
The Harvard grad 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 gave her expertise just three days before a furious backlash
was unleashed on the company when it partnered with trans influencer
Mulvaney

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.'

She told the Make Yourself at Home podcast that she was convinced Bud
Light must incorporate 'inclusivity, it means shifting the tone, it means having a campaign that's truly inclusive, and feels lighter and brighter
and different, and appeals to women and to men.'

Heinerscheid claimed she had a 'super clear' mandate to 'to evolve and
elevate this incredibly iconic brand.'

She criticized Bud Light's former marketing strategy as dated and male- focused.

'We had this hangover, I mean Bud Light had been kind of a brand of
fratty, kind of out of touch humor, and it was really important that we
had another approach,' the Wharton graduate argued.

Asked by the host about what she was bringing to the table at Bud Light, Heinerscheid said: '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.'

Heinerscheid previously worked at Johnson and Johnson as a brand manager
for Listerine mouthwash. Prior to this she was on the marketing team for Cheerios.

She was educated at the $60,000-per-year Groton School in Massachusetts
before going on to Harvard where she studied English literature and then business school at Wharton where she took a master's degree in marketing.

The decision to work with Mulvaney angered many loyal customers, including country singer Travis Tritt, who made the decision to remove all of the products from his tour bus and Kid Rock, who shot at several cases of Bud Light.

The beer giant's last tweet came on April 1, when they posted: 'Beers on
us? Must be game time. For a chance to win, cheer on your team with #EasyToEnjoySweepstakes in the replies.'

While they have gone a few days without tweeting in the past, the official Twitter account is typically active, as are their other regular social channels.

The feed had tweeted 10 times in the prior seven days and is usually
active during large sporting events such as the Master's golf tournament
at the weekend.

Given that the partnership with Mulvaney was unveiled during March
Madness, the annual NCAA basketball tournament, it's notable that the
brewer did not at all tweet during the University of Connecticut's victory
over San Diego State in the championship game on April 3.

Mulvaney's April 2 Instagram post included her drinking a beer with her
face printed on the can and lying in a bathtub knocking back Bud.

The Instagram video currently has over 11,000 comments, many of them
unhappy with the promotion.

A spokesman for the firm which makes Bud Light said: 'Anheuser-Busch works
with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics.

'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.'

Comments:

bugs, seattle, 10 minutes ago

Congratulations on alienating your existing customer base.

ReplyNew Comment
076Rated

Ex newyorker, Baltimore, United States, 11 minutes ago

Harvard grads are way out of touch with reality.

ReplyNew Comment
061Rated

Pocket Princess, Oxford, 18 minutes ago

She really is out of touch

ReplyNew Comment
053Rated

MichiganMike, Rogers City, United States, 19 minutes ago

Don't EVER listen to a Harvard grad.

ReplyNew Comment
049Rated

nikolayesla, Leyland, United Kingdom, 21 minutes ago

Good luck, sales should now plummet. As will NIKE'S !

ReplyNew Comment
047Rated

Mark S, Los Angeles, 22 minutes ago

Worst marketing executive in history. She is clearly clueless on how to
market to men. Or anybody for that matter.

ReplyNew Comment
047Rated

markthomasc, Zelienople, United States, 23 minutes ago

Clearly not a consumer of her own brand and has no respect for people who consume her products. I'm amazed the the company CEO approved all of this.
Both should be publicly fired.

ReplyNew Comment
037Click to rate

Imjustsayingpeople, Texas, United States, 25 minutes ago

Obviously no research went into this move and definitely no creative
person was involved.

ReplyNew Comment
027Click to rate

KhakiJeep, St. Louis, United States, 26 minutes ago

You're fired!

ReplyNew Comment
024Click to rate


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