Shortly before the boycott of Bud Light for pushing transgenderism began, the beer company’s vice president was pushing the company to move away from the supposedly “out of touch” frat boy image and instead move to promoting “inclusivity.”
Bud Light, which is owned by Anheuser-Busch, recently sent transgender influencer Dylan
Mulvaney cans with his face on them to celebrate his supposed “365 Days of Girlhood.”
Mulvaney has been seen as a man chasing fame after people pointed out the consistent attempts at following trends in his TikTok videos, with his latest attention-seeking being focused on woke gender ideology. A little over a year ago, he announced that he was a transgender “girl” and began documenting his journey into “girlhood.” Both conservatives and feminists soon began to call him out for trying to embody blatant stereotypes of women and condemned him for pushing transgenderism for minors.
Despite the obvious controversy surrounding Mulvaney, Bud Light recently decided to begin a promotional partnership with the transgender influencer.
Bud Light knows hiring Dylan Mulvaney won’t help sales — but that’s not why they hired him.
It will, however, significantly improve their ESG score. That’s why they did it.
— Mythinformed (@MythinformedMKE) April 3, 2023
The company faced backlash for the decision almost immediately, with conservatives declaring their intent to boycott Bud Light and all other related products.
Celebrities even joined in on the boycott, including musicians Kid Rock, Travis Tritt and John Rich.
Since the boycott began, critics have pointed to Vice President of Marketing Alissa Gordon Heinerscheid as the likely culprit behind the controversial decision to partner with Mulvaney.
Heinerscheid — the self-proclaimed “first female to lead the largest beer brand in the industry” — openly expressed her disdain for Bud Light’s image during a recent episode of the “Make Yourself At Home” podcast.
Describing Bud Light as a brand “in decline for a really long time,” she claimed that “there will be no future for Bud Light” if the company doesn’t “attract young drinkers to come and drink this brand.”
Heinerscheid went on to say that it is necessary to “evolve and elevate” the Bud Light brand — ignoring the fact that it is the most popular beer brand in the United States, according to a 2019 report.
“What does evolve and elevate mean? It means inclusivity,” she declared. “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.”
“You’ve got to see people who reflect you in the work,” she claimed.
Heinerscheid then expressed her disgust for Bud Light’s previous marketing campaigns.
“And we had this hangover. I mean, Bud Light had been kind of a brand of fratty, kind of out of touch humor, and it was really important that we had another approach,” she proclaimed.
Alissa Heinerscheid, Bud Light’s VP of Marketing, doubles down on her extreme woke strategy to promote the “declining” American beer brand to “young people”, while smearing her former customers as “fratty and out of touch”.
— Old Row (@OldRowOfficial) April 9, 2023
According to a February profile of Heinerscheid written by Forbes, one of the key priorities of the Bud Light VP is to push female representation — a priority that has been questioned by critics who point to her choice to partner the company with a man masquerading as a woman.
“Female representation is a personal passion point of mine,” she told the outlet.
Dear Bud Light… pic.twitter.com/D4nK6U8UzP
— Tom MacDonald (@IAMTOMMACDONALD) April 4, 2023