The vice president of marketing for Bud Light claimed the beer company’s humor was “out of touch” and needed to be modernized with inclusivity.
In an interview with podcast “Make Yourself At Home” last month, the Marketing VP Alissa Heinerscheid discussed how she decided to ‘transform’ the Bud Light 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.
Heinerscheid’s claim she is a “businesswoman” is open for discussion given the fact the beer brand has been losing millions of dollars since the recent “rebrand.”
It is no wonder her comments have gone viral following the massive backlash for partnering with transgender activist Dylan Mulvaney.
Anheuser-Busch created a total firestorm after it alienated its core market by celebrating Mulvaney’s “365 Days of Girlhood” by sending Mulvaney beer cans featuring the TikTok influencer’s face.
Heinerscheid said she had a “super clear” mandate “to evolve and elevate this incredibly iconic brand.”
The marketing VP added that she “brought” a “belief” that “inclusivity” was the way forward to elevate the the bud light brand.
“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,” she said.
Heinerscheid suggested that “representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”
She then called Bud Light’s past branding “fratty.”
“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,” she said.
The beer company recelty defended the partnership with Mulvaney.
“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,” an Anheuser-Busch spokesperson told Fox News.
Since the backlash from Bud Light’s new marketing ploy, their social media accounts have not posted.
Bud Light’s Instagram account has not posted since March 30.
Its Twitter account has not posted since April 1.
The beer brand has also not posted on Facebook since last month.
READ: GO WOKE, GO BROKE: Liquor Store Pulls Bud Light from Shelves after Dylan Mulvaney Endorsement