The Bud Light executive who proposed a partnership with transgender activist Dylan Mulvaney is currently on leave from the company.
AdAge reported that Alissa Heinerscheid, the vice president of marketing, will be succeeded by Todd Allen, the vice president of global marketing for Budweiser.
“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,‘” the executive said.
She opined that this could be achieved by incorporating “inclusivity, it means shifting the tone, it means having a campaign that is truly inclusive, feels lighter, brighter, and different, and appeals to both women and men.”
“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 executive said.
After Mulvaney’s transition voyage titled “365 Days of Girlhood,” Bud Light sent the activist a custom-made can featuring Mulvaney’s face, which the activist posted to Instagram on April 1 with the hashtag #budlightpartner.
Mulvaney then uploaded a video of himself drinking beer in a bathtub.
Fans of the beer reacted angrily to the video and partnership, prompting the brand’s parent company to issue a statement on the matter.
The statement was made as the company’s stock is falling, but Mulvaney’s name was never mentioned by the CEO.
— Anheuser-Busch (@AnheuserBusch) April 14, 2023
“As the CEO of a company founded in America’s heartland more than 165 years ago, I am responsible for ensuring every consumer feels proud of the beer we brew. We’re honored to be part of the fabric of this country. Anheuser-Busch employs more than 18,000 people and our independent distributors employ an additional 47,000 valued colleagues. We have thousands of partners, millions of fans and a proud history supporting our communities, military, first responders, sports fans and hard-working Americans everywhere,” he said. “We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.”
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“My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another. As CEO of Anheuser-Busch, I am focused on building and protecting our remarkable history and heritage. I care deeply about this country, this company, our brands and our partners. I spend much of my time traveling across America, listening to and learning from our customers, distributors and others. Moving forward, I will continue to work tirelessly to bring great beers to consumers across our nation,” he said. CONTINUE READING…