Bud Light Vice President of Marketing Alissa Heinerscheid, who has apparently spearheaded the brand’s rapid shift to woke advertising, joined a podcast in March discussing the beer’s new out-of-touch direction under her tutelage.
During the podcast, which was recorded shortly before Bud Light’s controversial ad featuring transgender Dylan Mulvaney debuted in early April, Heinerscheid slammed the beer’s “fratty, kind of out of touch” traditional customers.
Heinerscheid explained her “mandate” to take the company totally woke in the podcast:
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.
So I had this super clear mandate. “It’s like, we need to evolve and elevate this incredibly iconic brand. And my…what I brought to that was a belief in, okay, what does evolve and elevate mean?
It means inclusivity. 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.
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.
— Ian Miles Cheong (@stillgray) April 9, 2023
According to the Gateway Pundit, Heinerscheid is the definition of “out-of-touch;” she attended elite schools and universities throughout her privileged upbringing.
None of this should come as a surprise considering her background. According to the Daily Mail, Heinerscheid went to the $60,000-per-year Groton School in Massachusetts before going on to Harvard where she studied English literature. She then attended business school at Wharton where she took a master’s degree in marketing.
Talk about being out of touch with the American heartland.
Before altering her Linkedin account, Heinerscheid also displayed pronouns in her bio. Guess she was worried about people catching on to her.
Bud Light’s latest advertisements have drawn the ire of many conservatives and celebrities, including American music icon Kid Rock, who posted a video of himself shooting cans of the now-woke beer.
The ad celebrating Mulvaney’s first 365 days as a transgender was released just days after a transgender biological female murdered three Christian children and three faculty members at The Covenant School in Nashville, Tennessee.
The brand was roasted on Twitter for its poorly-timed ad.