In 2023, woke Bud Light Vice-President of Marketing Alissa Heinerscheid made a disastrous decision that canned her career and coined a new phrase for destroying a brand. No one wants to be the next “Bud Light.”
Heinerscheid greenlighted a partnership with a transgender influencer, Dylan Mulvaney, that led to massive pushback from the public and a widespread boycott that cost the company, by some estimates, a staggering $1.4 billion.
After a leave of absence, Heinerscheid was out at the company.
Heinerscheid appears to have recently updated her LinkedIn profile, announcing a new role, Team Business Operations, at the Saudi-funded LIV Golf. The LinkedIn timeline suggests she has been with LIV for eight months.
Working for a company with Saudi funding is a curious choice for someone who is devoted to pronoun usage.
Saudi Arabia criminalizes same-sex sexual activity between men and between women. The gender expression of trans people is also criminalized. Sentences include a maximum penalty of death. There is evidence of the law being enforced in recent years, and LGBT people are regularly subjected to discrimination and violence.
While spinning how clever the partnership with Mulvaney was at Anheuser-Busch, despite freefalling sales, Heinerscheid seemed to go out of her way to insult the brand’s customer base, sneering at what she called ‘frat boy’ culture.
In an interview before the full damage done to an iconic brand was fully known, Heinerscheid said,”I am a businesswoman. I had a really clear job to do when I took over Bud Light, it was…this brand is in decline.”
She continued, “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.”
This is the most tone-deaf nonsense you’ll ever hear from Bud Light VP of Marketing Alissa Heinerscheid..
Yes, let’s kill the frat boy image and replace it with (*checks notes) Dylan Mulvaney.
She’ll destroy the beer she probably never drinks.pic.twitter.com/iSOgIH6EI8
— IT Guy (@ITGuy1959) April 10, 2023
LIV Golf is a controversial professional tour backed by Saudia Arabia’s Public Investment Fund that launched as a rival to the PGA Tour in 2022. It has attracted big-name players including Phil Mickelson, Brooks Koepka, Dustin Johnson, and Bryson DeChambeau.
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