The Harvard graduate declared it essential to attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.'Īlthough Heinerscheid says the Bud Light brand is on the wane, it remains the flagship beer of Anheuser-Busch. The disastrous marketing campaign came just days after Bud Light's vice president said she wanted to trade the brand's 'fratty' reputation for 'inclusivity'.Īlissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been 'in decline for a really long time' - despite it being America's number one brew with a market share of more than 13 per cent. In the video posted last week, Kid Rock turned to the camera after shooting a case of Bud Light, raised a middle finger and declared 'F*** Bud Light and f*** Anheuser-Busch!' ![]() ![]() Their doubling down only served to enrage customers more - and likely played some part in Anheuser-Busch's recent market woes. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.' 'From time to time, we produce unique commemorative cans for fans and for brand influencers, like Mulvaney. 'Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics,' the statement read. That statement said the parent company supported Bud Light's decision to work with Mulvaney, who ballooned to internet stardom over the past year. Mulvaney's posts showed the influencer sitting in a bathtub and swigging from custom cans sporting her face.īut the posts, which were never shared by Bud Light or Anheuser-Busch social media profiles, sparked widespread fury with several celebrities swearing off the beer in protest.Īmid the backlash, AB's market capitalization has dropped nearly $6billion in the past 10 days, a decline of nearly 5 percent, and the company continues to remain silent save for a short statement confirming the partnership. The controversial partnership saw Mulvaney, a biological male who began transitioning in 2021, promote America's bestselling beer to 11 million followers on social media in a series of partnered posts. ![]() That claim comes despite the attention on Bud Light's VP of marketing, Alissa Heinerscheid, for her remarks in an interview days before the Mulvaney partnership, saying she wanted to trade the brand's 'fratty' reputation for 'inclusivity'.īut according to an insider cited by the Daily Wire, the partnership was undertaken by 'some low-level marketing staffer who helps manage the hundreds of influencer engagements they do. On the other side of the debate, podcaster Joe Rogan and shock jock Howard Stern have both slammed the furious backlash as overblown, with Rogan saying: 'I think it’s goofy.'īut behind the scenes at AB, 'no one at a senior level' was aware of the partnership that has now dominated headlines for weeks, and the decision to include Mulvaney in the campaign was taken by a ' low-level marketing staffer,' two sources close to the situation told The Daily Wire. The partnership unveiled on April 1 drew intense backlash from some quarters, with musician Kid Rock posting a video of himself shooting at cases of Bud Light, and country singers John Rich and Travis Tritt dropping ties with the brand. The polarizing marketing partnership between beer giant Bud Light and trans influencer Dylan Mulvaney was launched without approval from senior executives of parent company Anheuser-Busch (AB), according to a new report.
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