According to newly-released photographs, Alissa Gordon Heinerscheid, vice president of marketing for Bud Light, exhibited incredibly “frat-like” behavior during her undergraduate years.
This is despite the fact that the Harvard graduate wanted to eradicate the beer’s old image, which she referred to as “fratty” during a recent podcast in which she derided the company’s previous customer base.
Heinerscheid stated two weeks ago on the “Make Yourself at Home” podcast that the 1980s party favorite low-calorie beer had an image problem.
Despite the fact that Bud Light was the best-selling American beer last year, the “woke” executive at Anheuser-Busch wanted to transition to a new demographic.
Heinerscheid wanted to eliminate Bud Light’s humorous image to entice a different type of drinker.
“You’ve gotta see people who will reflect you in the work,” she told the podcast. “And 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.”
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
She proceeded to destroy decades of rapport with Bud consumers by partnering with transgender social media influencer Dylan Mulvaney to help him celebrate his year of “womanhood.”
The rest, as they say, is history; Bud Light is now a joke, and sales are reportedly declining.
However, ironically, images from Heinerscheid’s private Facebook page allegedly reveal she engaged in some very, very old-fashioned Bud Light behavior.
The images were smuggled to The Daily Caller, which reported that they originated from the album “Isis Senior Reverse Initiation Scavenger Hunt.”
The Isis Club, of which Heinerschneid was reportedly a member, was founded at Harvard in 2000 in an effort to help female students “flourish.”
The group’s scavenger search photographs depict Heinerscheid drinking beer and blowing air into a condom.
WARNING: The following tweet contains an image some viewers may find offensive.
These photos seem pretty 'fratty' to us https://t.co/ZZqlhC0Dfb
— Daily Caller (@DailyCaller) April 12, 2023
In the autumn of 2006, the “awake” Anheuser-Busch executive first posted the images to Facebook.
In addition to Heinerscheid’s apparent past depravity, which is depicted above, a 2005 article from The Harvard Crimson described the Isis Club as a “haven of inebriated ditzes.”
The vice president of marketing at Bud Light appears to have been a fun-loving ditz before her mind was consumed by wokeness.
She may have even been a member of her current company’s target audience prior to being given the opportunity to run the brand into the ground for no evident reason.
Obviously, there is nothing unusual about the photographs obtained by The Daily Caller. College students consume alcohol and exhibit outrageous behavior.
More on this story via The Western Journal:
Heinerscheid was not the first person to engage in fratty behavior in college, and she will most certainly not be the last. CONTINUE READING…