Recently, the Daily Mail tracked down the former Bud Light marketing executive responsible for the Dylan Mulvaney disaster that has cost Anheuser-Busch billions in market value. The reporter approached Alissa Heinerscheid outside her $8 million Central Park home in New York City.
When approached by the Daily Mail and questioned on the Dylan Mulvaney issue, Heinerscheid’s friend stepped in and said, “She’s not supposed to talk about it, she can’t,” before the two hurried away. It’s unclear if Heinerscheid “can’t” talk about it for legal reasons or if she prefers not to be reminded of the fallout from her disastrous marketing decision.
Heinerscheid took a leave of absence from Bud Light earlier this year as the boycott of the beer was heating up. It is also unclear if Heinerscheid is on paid leave from the company as she is seen close to her multi-million dollar apartment in one of the most expensive cities in the world.
The former Vice President of Marketing joined Bud Light in 2022 with the goal of pivoting the beer’s image, which didn’t align with her woke agenda. She claimed the brand had been declining for a long time and that there would be “no future” for Bud Light if it didn’t become more inclusive. She further claimed that Bud LIght’s consumer base was too “fratty” and had “out of touch” humor. Therefore, in Heinerscheid’s mind, collaborating with transgender activist Dylan Mulvaney was an excellent way to change the brand image.
Meet Alissa Heinerscheid, Bud Light’s VP of Marketing. She explains her strategy of using “inclusive” marketing to promote the brand to young people. pic.twitter.com/hFpe8YnbBc
— Catch Up (@CatchUpFeed) April 9, 2023
It isn’t clear why Heinerscheid claimed Bud Light was a declining brand. In fact, Bud Light has long held the title for being the best-selling beer. According to Standard Sales Company L.P., “Since 1982, Bud Light has grown to become the best-selling beer in the United States and the No. 1 light beer in the world.” Despite the massive boycott factored in, Bud Light has still retained the number one spot, although barely.
Competitors are nipping at the heels of Bud Light, poised to take its spot as the best-selling beer. Recent reports indicate that Modelo’s increase in sales has the Mexican beer poised to overtake Bud Light as soon as this year. CEO of Bump Williams Consulting, Bump Williams, has continuously analyzed the Bud Light fallout and its implications on the beer industry. Williams said, “While Bud Light loses week after week, Modelo Especial gains week after week, and now Modelo outsells Bud Light on a national basis across all trade channels combined.” He continued, “If this continues Modelo will surpass Bud Light for the year.”
Ironically, Heinerscheid’s plan to improve Bud Light’s brand image may leave it with no “future” at all. Bud Light had everything; it was the number-one selling beer with a strong consumer reputation. Now some people may never touch the beer again. After Bud Light has seen perpetually increasing declines in sales and nearly $27 billion in market value erased, it draws into question what they are teaching future business leaders at these “elite” colleges.
Note: Featured image is screenshot from embedded video.
"*" indicates required fields