It wasn’t clear if all of the controversy surrounding Bud Light was actually hurting the company. That was until the beer giant threw their marketing VP Alissa Heinerscheid under the bus.
According to the Daily Wire and the Dailymail, “no one at the senior level” at Anheuser Busch knew of the partnership with Dylan Mulvaney.
From the Daily Wire:
New details have emerged over what allegedly happened inside Anheuser Busch earlier this Spring that led to a highly controversial transgender influencer landing a paid marketing engagement with one of the company’s top brands, Bud Light, and how the company has responded to the backlash.
“No one at the senior level” of the company was aware of Bud Light’s polarizing partnership with Dylan Mulvaney, sources close to the situation claim. The company is also allegedly pausing its marketing efforts and scrambling to implement a more “robust” process for evaluating future influencer partnerships.
The claims come despite the company’s vice president of marketing recently touting her mandate to make the brand more “inclusive,” and after the company issued a statement confirming the partnership and describing it as an attempt to “authentically connect with audiences across various demographics and passion points.”
There are a lot of rumors on social media that the plan to use Mulvaney was an inside job by leftists.
“No one at a senior level was aware this was happening,” said one source, who was granted anonymity to discuss sensitive internal discussions. “Some low-level marketing staffer who helps manage the hundreds of influencer engagements they do must have thought it was no big deal. Obviously it was, and it’s a shame because they have a well-earned reputation for just being America’s beer — not a political company. It was a mistake.”
However, the Bud Light marketing VP said she was trying to “evolve” the brand.
“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 a 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 said.
Well, at least she got the company some press (sarcasm).
