The Bud Light boycott is entering its seventh week, with no sign of slowing down. Consumers are still voicing their anger toward the brewing company, and now the salespeople are receiving the brunt of it.
According to recent reports, some members of Bud Light sales teams are receiving middle fingers and getting honked by cars as they are on the ground doing their job. Unfortunately, these employees face direct consequences from the disastrous Dylan Mulvaney marketing decision. They are dealing with angry consumers firsthand when the mere sight of the Bud Light logo elicits crude gestures.
Furthermore, these employees are commission-based and receive their income through generating sales revenue. Reportedly, these employees are taking a huge financial hit from the fallout they had no control over. One supervisor illustrated how painful it has been for salespeople, stating there was “nothing they could have done” about it and that it “was thrown in their faces.”
Bud Light has also been taking desperate measures to keep its distributors afloat and mend the strained relationships with them. The brewing company works with hundreds of independent, family-owned distributors who have argued the beer has become out of touch with its consumer base. Bud Light has indicated it would financially support these distributors through various means. Furthermore, the company announced a bonus program for frontline workers, such as salespeople, who have dealt with the direct impact of the boycott.
The executives at Bud Light behind the woke agenda to make the brand more inclusive and partner with Dylan Mulvaney have yet to face consequences of this magnitude. Former Vice President of Marketing at Bud Light Alissa Heinerscheid was recently tracked down in New York City by the Daily Mail, where she refused to comment on the crisis that unfolded under her leadership. However, it was noted that she still owns an 8-million-dollar home in Central Park.
Meanwhile, sales representatives and distributors of Bud Light have taken the boycott head-on, where they are losing massive amounts of money. Bud Light’s parent company Anheuser-Busch has also lost tens of billions in market value. The most recent figure reported by the American Tribune was $27 billion in market capitalization, that shareholders have lost.
Accordingly, Heinerscheid took a leave of absence from Bud Light as the boycott was heating up. Although, it is unclear whether she is on paid leave or not. Daniel Blake, who oversaw marketing for Anheueser-Busch’s mainstream brands, is also on leave amid the controversy.
Heinerscheid graduated from the elite Wharton School of Business, where she would go on to join Bud Light, bragging about being a female leader in the company. As the VP of Marketing, she sought to make Bud Light a more inclusive brand, complaining about the existing consumer base. She claimed the brand was in decline and wouldn’t have a future if it didn’t take steps to be more inclusive. Ironically, it may have been the Mulvaney collaboration that sealed Bud Light’s fate. It begs the question, what are they teaching these executives who go to elite business schools only to crash companies with a woke agenda?
"*" indicates required fields