It looks like Transheuser-Busch’s ad campaign left a bad aftertaste. Bud Light’s marketing VP, Alissa Heinerscheid, has been ousted from her marketing position amidst a boycott over the beer company’s controversial partnership with trans activist Dylan Mulvaney.
As the boycott against Bud Light continues to gain momentum, the brand’s marketing VP, Alissa Heinerscheid, took a leave of absence, as confirmed by the brewer. Todd Allen, former global marketing VP for Budweiser, will be stepping in as Heinerscheid’s replacement, according to Ad Age.
“The brewer has also streamlined its marketing function to reduce layers ‘so that our most senior marketers are more closely connected to every aspect of our brand’s activities,’ a company spokesperson said in a statement, adding that ‘these steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.’
“The statement noted that ‘we communicated some next steps with our internal teams and wholesaler partners,’ adding that ‘we made it clear that the safety and welfare of our employees and our partners is our top priority.'”
Heinerscheid’s recent interview on the Make Yourself At Home podcast, where she discussed the brand’s decline and the need to attract young drinkers, sparked controversy. Bud Light’s partnership with Dylan Mulvaney, a trans TikToker who portrays a young girl in videos, has been met with backlash and led to a powerful boycott of Budweiser products.
Notable figures such as Kid Rock, John Rich, Travis Tritt, and others have withdrawn their support for the beer brand. Megyn Kelly trumpeted the news that Alissa Heinerscheid was off the Bud Light marketing team.
Bud Light waves the white flag, ousting disastrous VP of Mktg, weeks after destroying its own brand by going woke on gender.
Let that be a lesson to other corporations.
We’ve HAD IT. https://t.co/KdB3mF4eBH
— Megyn Kelly (@megynkelly) April 22, 2023
As reported by Jennifer Sey quoting a statement in Beer Business Daily:
“Management Changes: Todd Allen Appointed VP Bud Light. Former Bud Light marketing VP Alissa Heinerscheid, who was at that post for not quite a year, is off the brand. We understand she has decided to take a leave of absence. “Today, we communicated some next steps with our internal teams and wholesaler partners,” per A-B spokesperson. “First, we made it clear that the safety and welfare of our employees and our partners is our top priority. Second, Todd Allen is appointed Vice President of Bud Light reporting directly to Benoit Garbe, U.S. Chief Marketing Officer. Third, we have made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands activities. These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”
It turns out that when conservatives put their minds to it, they can force changes at Woke companies. Cheers!