Anheuser-Busch InBev has changed marketing leadership for Bud Light after the controversy over the campaign with transgender influencer Dylan Mulvaney. The campaign led to a massive boycott of Bud Light across the country.
A company spokesperson also said the conglomerate streamlined its ranks to reduce layers “so that our most senior marketers are more closely connected to every aspect of our brand’s 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.”
“We communicated some next steps with our internal teams and wholesaler partners, we made it clear that the safety and welfare of our employees and our partners is our top priority.”
According to Adage: “Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser.
“Alissa Heinerscheid, who has led the brand since June, takes leave of absence and is replaced by Budweiser global marketing VP Todd Allen.”
The Daily Wire reported earlier that “no one at the senior level” at Anheuser Busch was involved in the disastrous marketing campaign with transgender influencer Dylan Mulvaney and Bud Light.
“No one at a senior level was aware this was happening,” a source told the media outlet. “Some low-level marketing staffer who helps manage the hundreds of influencer engagements they do must have thought it was no big deal. Obviously it was, and it’s a shame because they have a well-earned reputation for just being America’s beer — not a political company. It was a mistake.”
Heinerscheid did say earlier: “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.”
“To evolve and elevate this incredibly iconic brand we need 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.
“Representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”
“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.
Kid Rock started off the boycott with a viral post that has been viewed over 50 million times. He said:
“Grandpa is feeling a little frisky today. Let me say something to you all as clear and concise as possible,” before turning his back to the camera and firing off a few rounds at some Bud Light beer cases.
He ended with:
“F*ck Bud Light and f*ck Anheuser Bush. Have a terrific day.”
Breaking: Bud Light’s marketing VP Alissa Heinerscheid is taking a leave of absence https://t.co/p4Jw8kPpJw
— Ad Age (@adage) April 22, 2023
Breaking in Beer Business Daily:@budlight 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,…
— Jennifer Sey (@JenniferSey) April 22, 2023
