Alissa Heinerscheid, Bud Light’s vice president of marketing, has spoken up on the controversy surrounding the brand’s recent partnership with trans activist and influencer Dylan Mulvaney, saying that more inclusivity is required when compared to the “fratty” and “out of touch” humor of the brand.
Heinerscheid says she had a “super clear mandate” of bringing move inclusiveness to Bud Light
Mulvaney was recently given a sponsorship deal by Bud Light, which caused a huge backlash from a part of its customer base, with several netizens taking to Twitter to say that they have decided to boycott the company due to Mulvaney.
Upon the severe backlash, Alissa Heinerscheid said during her interview with the podcast “Make Yourself At Home” where she discussed the motive behind the move, claiming that the Belgian beer has been suffering a decline in its customer base, while the brand still holds a market share of more than 13 percent in the United States, which is the highest in the country/
“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,'” said Heinerscheid in the podcast.
“So I had this super clear mandate,” the Wharton School and Harvard graduate went on, “It’s like, we need to evolve and elevate this incredibly iconic brand. And my…what I brought to that was a belief in, okay, 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.”
“Representation is sort of the heart of evolution. You’ve got to see people who reflect you in the work. 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 further added. [H/T Newsweek]