Bud Light’s vice president of marketing, Alissa Heinerscheid, said the brand was “out of touch” during an interview released prior to the brand’s partnership with transgender influence Dylan Mulvaney.
She said the beer, enjoyed by blue-collar workers and college kids, was just too “fratty.”
But wouldn’t you know it? In the age of instant media, one news outlet found pictures of Heinerscheid at a “fratty” Harvard event, partying at an alleged “haven of inebriated ditzes.”
The Daily Caller obtained the photos “from a source who had screenshots” of an album on Heinerscheid’s Facebook page that was titled “Isis Senior Reverse Initiation Scavenger Hunt.” The photos show the beer exec drinking beer with others — Rolling Rock to be precise, an even more blue-collar beer — and “holding condoms up to their mouths.”
Too fratty? An article in the Harvard Crimson describes the club as a “haven of inebriated ditzes,” the Caller reported.
During a March 23 appearance on the “Make Yourself at Home” podcast, 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. It has been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”
“Representation is at 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 said.
Then Bud Light decided to partner with Mulvaney, a man who claims to be a woman. Mulvaney recently marked one full year in transition, so Bud Light marked the occasion by creating a can with Mulvaney’s face on it as part of the company’s larger Pride campaign.
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Reaction was swift. Musician Kid Rock posted a video showing him shooting cases of the beer. Then country music stars Travis Tritt and John Rich ripped the beer company.
“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points,” vice president of marketing Alissa Gordon Heinerscheid said.
“From time to time, we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public,” she said.
The views expressed in this piece are the author’s own and do not necessarily represent those of The Daily Wire.
Joseph Curl has covered politics for 35 years, including 12 years as White House correspondent for a national newspaper. He was also the a.m. editor of the Drudge Report for four years. Send tips to [email protected] and follow him on Twitter @josephcurl.