It seems that Transheuser-Busch’s ad campaign left a bad aftertaste. Bud Light VP of Marketing Alissa Heinerscheid has been ousted from her marketing position amid a boycott of the beer company’s controversial association with trans activist Dylan Mulvaney.
As the boycott against Bud Light continues to gain momentum, the brand’s vice president of marketing, Alissa Heinerscheid, has taken a leave of absence, the brewer has confirmed. Todd Allen, Budweiser’s former vice president of global marketing, will step 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 all aspects of our brand activities,'” a company spokesman said in a statement, adding that “these steps will help us stay focused. about the things we do best: making great beer for all consumers, while always having a positive impact on our communities and our country.’
The statement noted that “we communicated some next steps with our internal teams and wholesale partners,” adding that “we made it clear that the safety and well-being of our employees and partners is our highest priority.”
Heinerscheid’s recent interview on the Make Yourself At Home podcast, where he 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 girl in videos, has been met with backlash and led to a powerful boycott of Budweiser products.
Prominent figures such as Kid Rock, John Rich, Travis Tritt and others have withdrawn their support for the beer brand. Megyn Kelly broke the news that Alissa Heinerscheid was off Bud Light’s marketing team.
Bud Light waves the white flag, ousting Mktg’s disastrous VP, weeks after destroying its own brand by waking up to the genre.
Let it be a lesson to other corporations.
WE HAD IT. https://t.co/KdB3mF4eBH
— Megyn Kelly (@megynkelly) April 22, 2023
As reported by Jennifer Sey citing a statement in Beer Business Daily:
“Management changes: Todd Allen named Bud Light VP. Former Bud Light VP of Marketing Alissa Heinerscheid, who was in the role for less than 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 wholesale partners,” according to the AB spokesperson. “First, we made it clear that the safety and well-being of our employees and partners is our highest priority . Second, Todd Allen is named vice president of Bud Light reporting directly to Benoit Garbe, director of US marketing. Third, we’ve made some adjustments to streamline the structure of our marketing function to reduce layers so that our top marketers are more connected to all aspects of our brands’ activities. These steps will help us stay focused on what we do best: brewing great beer for all consumers, while always having a positive impact on our communities and our country.”
It turns out that when conservatives get down to it, they can force change on Woke’s businesses. Health!
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