Bud Light Marketing VP Talks About Updating ‘Fratty’ Image With ‘Inclusivity’ Before Mulvaney Partnership

As the fallout for Bud Light continues, a video of the brand’s marketing VP talking about her intention to update the product’s “fratty” and “out of touch” image and replace it with “inclusivity” started making the rounds on social media. 

Alissa Heinerscheid did an interview with the podcast “Make Yourself At Home” on March 23. In it, the marketing exec talked about her goals for revamping the Bud Light brand image. This was just prior to customers finding out about Bud Light entering a brand partnership with transgender activist Dylan Mulvaney, which led to calls for boycotts.

Visit Alissa Heinerscheid, the marketing vice president of Bud Light. She describes how she uses” equitable” marketing to market the company to young people.

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— April 9, 2023, Ian Miles Cheong(@ stillgray )

The beer company sent the influence a specially made you with Mulvaney’s’s point to commemorate the celebration of his” 365 Days of Girlhood.” The TikTok star also shared a number of Instagram ads with the tweet”# budlightpartner.”

When I took over Bud Light, I had a very clear task to complete:” This brand is in decline, it’s’s been in the decline for really long time, and if we do not attract young drinkers to come and drink this brand, there will be no future for Buddy Light ,” Heinerscheid said during the interview.

She continued by saying that she had a” super clear” mission to” evolve and upgrade this incredibly iconic company.” According to Heinerscheid,” diversity means changing the tone, it means having a system that is fully inclusive, feels lighter and brighter, and appeals to both men and women.”

The marketing executive continued,” Representation is sort of at the core of creation; you need to see individuals who reflect you in the play.” ” We had this migraine, I mean Bud Light had been kind of a company of fratty, sort of out-of-touch humor, and it was really significant that we had another solution.”

Fans reacted strongly to the ads with Mulvaney, with some prominent names calling for boycotts. Kid Rock posted a video showing himself shooting cases of Bud Light while bar owner and country music star John Rich tweeted, “What beer should my bar [Redneck Riviera] in Nashville replace #BudLight with?”

Since the rebound started on April 1, Bud Light has remained motionless on social marketing. They have mainly responded in the form of a statement that was sent to Fox News Digital on April 3.

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One of many ways to connect with audiences across different demographics authentically is through” Anheuser-Busch ,” which collaborates with hundreds of influencers across our brands. We occasionally create special memorial cans for lovers and company influencers like Dylan Mulvaney. According to an Anheuser-Busch spokesperson, this memorial can is not for sale to the general public and was given as a gift to commemorate individual milestones.

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