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<https://nypost.com/2023/04/12/bud-light-exec-who-wants-to-update-fratty- culture-enjoyed-fratty-party/>

A Bud Light executive who claimed the beer company needs to update its
“fratty” and “out-of-touch” image appeared to enjoy the Greek Life at
Harvard while partying at an alleged “haven of inebriated ditzes.”

Budweiser’s vice president of marketing Alissa Heinerscheid could be seen
in images on her now-deleted Facebook page enjoying a campus scavenger
hunt, blowing up condoms like balloons, and downing beers during a 2006 “boozefest”

The Daily Caller obtained photos of the Bud Light exec.

Heinerscheid and her college pals can be seen in an album titled “Isis
Senior Reverse Initiation Scavenger Hunt,” where the co-eds held a talk
about “the exploration of the scrotum professors.”

The photos appeared to have been taken during an event hosted by Harvard’s
ISIS Club, a group founded to create a “safe social space for women” to socialize on campus.

The club, however, was slammed by the Harvard Crimson student newspaper in
2005 as a “haven of inebriated ditzes” who took part in “boozefests.”

Many on social media called out Heinerscheid as a hypocrite for appearing
to take part in the same fratty culture she claimed the beer company
needed to do away with.

“This is too funny. Do as I say, not as I do,” one Twitter user wrote.

“Looks awfully ‘fratty,'” another user remarked of the college pictures.

In response to a photo where Heinerscheid drinks Rolling Rock, one person quipped, “Even she doesn’t drink bud.”

Anheuser-Busch, Bud Light’s parent company, did not immediately respond to
The Post’s request for comment.

Heinerscheid is currently facing backlash over the company’s decision to partner with transgender activist Dylan Mulvaney, who celebrated her “365
Days of Girlhood” with custom-made Bud Light cans featuring the
influencer’s face.

Prior to the launch of the partnership and ad featuring Mulvaney in a
bathtub, Heinerscheid told the “Make Yourself at Home” podcast that she
wanted to transform Bud Light’s 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.

<https://nypost.com/wp- content/uploads/sites/2/2023/04/NYPICHPDPICT000009523450.jpg?resize=608,10 24&quality=75&strip=all>

<https://nypost.com/wp- content/uploads/sites/2/2023/04/NYPICHPDPICT000009523442.jpg?resize=948,70 9&quality=75&strip=all>

She also condemned the company’s previous branding, saying: “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.”

Heinerscheid’s comments and partnership with Mulvaney have garnered
backlash, with the company remaining quiet as many are protesting Anheuser-Busch’s products.

Justin Kendall, editor of the beer industry trade publication Brewbound,
told The Post that the boycott “seems to have more legs than most,”
warning it could hurt the company’s latest sales figures.

Since the controversy broke out, Bud Light’s related social media accounts
have been silent.

Bud Light has not posted on Instagram to its 377,000 followers since March
31, and the brand’s 311,000 Twitter followers have not seen any posts
since April 1.

Additionally, the beer brand has not posted to its over 7.5 million
Facebook followers since March 30.

Comments:

Its a fact!
3 hours ago

I love the backlash taking place. These companies need to focus on their
actual market and not the Woke straight out of college think tank market.

Wayne Rhodes
2 hours ago

Let’s disrespect out demographic and target a microscopic niche segment of society. What a marketing strategy. Only thing is it had zero to do with marketing and everything to do with jamming the agenda down Americans
throats .

Lesgaux Brendon
1 hour ago

These woke companies would rather take the hit than pissoff the left. AB didn't think it would cost them 5B. AB is counting on us just moving
along after a few months.

Christopher
2 hours ago

Imagine if we had the same reaction to a corrupt government as opposed to
some stupid private businesses.

We actually might make America the land of the free and the home of the
brave again.

Traitor Joe
3 hours ago

Who would have thought that a diversity hire could have an awful idea of putting a man in a dress on a beer can, have it approved by top level management, and then lose $5 billion, jeopardizing the entire future of
the brand?


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