Shortly before Bud Light was besieged by the Dylan Mulvaney controversy, the beer company’s vice president stressed the need to get away from the “out of touch” frat boy image to one of “inclusivity.”
Alissa Gordon Heinerscheid, the self-proclaimed “first female to lead the largest beer brand in the industry,” shared her disdain for Bud Light’s previous frat boy image during a recent podcast.
Heinerscheid described Bud Light as a brand “in decline for a really long time” during the March 23 episode of the “Make Yourself at Home” podcast.
Speaking of Bud Light, which is the most popular beer brand in the U.S. as of a 2019 report, Heinerscheid claimed, “And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”
Heinerscheid stressed a need to “evolve and elevate” the Bud Light brand.
“What does evolve and elevate mean? It means inclusivity,” Heinerscheid declared. “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. And representation is sort of the heart of revolution.”
“You’ve got to see people who reflect you in the work,” Bud Light’s vice president of marketing continued.
Heinerscheid expressed her disgust for the previous marketing campaigns of Bud Light.
“And 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 proclaimed.
Forbes penned a profile of Heinerscheid in February, in which she admits that female representation is a focal point for her:
Heinerscheid says Bud Light, as a brand, has been “everything to everyone, and as a result, we’ve not been (mindful) about where it shows up.” As a mother, Heinerscheid says, one strategic priority was to make sure that women were represented. “Female representation is a personal passion point of mine,” she says.
Heinerscheid is mentioned prominently in a 2021 New Yorker article titled” “The Rise of the COVID Midlife Crisis”:
I have a friend, Alissa Heinerscheid, who works in marketing at Anheuser-Busch. This has always been slightly hilarious, because Alissa is one of the last people I picture when I think “beer.” She’s a former teen harpist; in college, she was known for planning her schedule in twenty-minute increments, not shotgunning cold ones. And yet she has excelled managing brands like Natty Daddy, Rolling Rock, and King Cobra—perhaps because she has never been overly attached.
Bud Light has been radio silent on its various social media platforms since the controversy surrounding the promotional partnership with transgender influencer Dylan Mulvaney.
Bud Light sent Mulvaney a beer can with Dylan’s face on it to celebrate the influencer’s “365 Days of Girlhood.”
There have been several high-profile boycotts of Bud Light since the transgender influencer promoted the Anheuser-Busch beer.
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