Alissa Heinerscheid, the marketing director of Bud Light, has taken a leave of absence and has been replaced after a damaging marketing disaster promoting the transgender agenda.
The development was first reported by Beer Business Daily.
Heinerscheid will be replaced by Todd Allen, the global marketing VP for Budweiser, the company confirmed to Ad Age.
Bud Light infuriated many when transgender TikTok influencer Dylan Mulvaney announced a partnership with the company to celebrate Mulvaney’s “365 days of girlhood” as part of its March Madness marketing campaign. Some have even called for a complete boycott of Bud Light beer and other Anheuser-Busch products.
A statement from a spokesperson for Anheuser-Busch InBev said the company would also streamline marketing “so that our most senior marketers are more closely connected to every aspect of our brand’s activities.”
The spokesperson added, “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.”
Heinerscheid came under fire after a video resurfaced showing her deriding the sense of humor that the brand had been known for and saying that they needed to pivot into diversity in order to gain a greater audience.
“If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” she said on the video interview.
She went on to say that the brand would need to “evolve and elevate,” then defined what that meant.
“What does evolve and elevate mean? It means inclusivity,” Heinerscheid continued. “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.”
Shout Out: The Blaze
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