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    Another Bud Light Marketing Exec “On Leave” after Dylan Mulvaney Disaster

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    Daniel Blake, who oversees marketing for Anheuser-Busch’s mainstream brands, has joined Bud Light Vice President of Marketing Alissa Heinerscheid and taken a leave of absence following the severe backlash against the brand after its disastrous Dylan Mulvaney partnership, announced at the beginning of the month. Blake was Heinerscheid’s boss.

    An Anheuser-Busch spokeswoman announced as much to the Wall Street Journal, saying, “Given the circumstances, Alissa has decided to take a leave of absence which we support. Daniel has also decided to take a leave of absence.”

    The WSJ, commenting on Mr. Blake’s career at Anheuser-Busch, said, “Mr. Blake, who oversees marketing for Budweiser and Bud Light, has worked at Anheuser-Busch for nearly nine years. The company didn’t announce a replacement for Mr. Blake. The brewer said Friday that Todd Allen, most recently global vice president of Budweiser, would take over Ms. Heinerscheid’s role.”

    Reporting on Heinerscheid’s going on leave and her response to criticism for the Dylan Mulvaney partnership, The American Tribune reported:

    The Vice President of Marketing at Bud Light, Alissa Heinerscheid, is responsible for the disastrous brand partnership with transgender activist Dylan Mulvaney.  According to reports, Heinerscheid has been replaced by a Budweiser executive while she takes a leave of absence.

    Heinerscheid was hired in June 2022 to take over Bud LIght’s marketing and overhaul the brand image associated with the beer.  She graduated from the prestigious Wharton business school and bragged about being the first female leader at Bud Light in its history.  Heinerscheid expressed a palpable disdain for the beer’s traditional target audience calling it, “fratty” and “out of touch”.

    Heinerscheid said, “I’m a businesswoman. I had a really clear job to do when I took over Bud Light and it was, this brand is in decline. It’s been in decline for a really long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”

    She continued talking about making the brand more “inclusive”, stating, “So I had this super clear mandate, like we need to evolve and elevate this incredibly iconic brand and my what I brought to that was a belief in okay, what is what are we what does evolve and elevate mean? It means inclusivity 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 it sort of the heart of evolution, you got to see people who reflect you in the work and we have a hangover.”  Completely alienating Bud Light’s target audience, she said, “I mean, Bud Light had been kind of a brand of Friday. Kind of out of touch humor, and it was really important that we had another approach.”

    Following the backlash explosion that came as a result of the Dylan Mulvaney partnership, the Anheuser-Busch CEO, Brendan Whitworth, released a statement in which he said:

    As the CEO of a company founded in America’s heartland more than 165 years ago, I am responsible for ensuring every consumer feels proud of the beer we brew.

    We’re honored to be part of the fabric of this country. Anheuser-Busch employs more than 18,000 people and our independent distributors employ an additional 47,000 valued colleagues. We have thousands of partners, millions of fans and a proud history supporting our communities, military, first responders, sports fans and hard-working Americans everywhere.

    We never intended to be part of a discussion that divides people.

    We are in the business of bringing people together over a beer.

    My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another. As CEO of Anheuser-Busch, I am focused on building and protecting our remarkable history and heritage.

    I care deeply about this country, this company, our brands and our partners. spend much of my time traveling across America, listening to and learning from our customers, distributors and others.

    Moving forward, I will continue to work tirelessly to bring great beers to consumers across our nation.

    Just as predictable as the CEO doing the cowardly thing and trying to thread the needle was the left not being appeased by the waffling nature of the statement and instead treating it as a stab in the back.

    Leading the charge on the front was NBC reporter Ben Collins, who said, “Bud Light caves to a mob that was shooting at and running over its product for giving a one-minute sponsored Instagram post to a trans person.”

    Here’s the Dylan Mulvaney Bud Light Video that drove everyone crazy:

    Feated image credit: screengrab from the above video

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