Who is Alissa Heinerscheid and Why Did She Sodomize Anheuser-Busch?
By Dr. Rich Swier
Many of our readers are wondering who was behind the Bud Light Dylan Mulvaney partnership and a series of sponsored TikTok posts by “trans influencer Dylan Mulvaney”, including a video advertising the “Easy Carry” contest from Bud Light in celebration of March Madness in which participants film themselves carrying as many Bud Lights as possible for a chance to win $15,000.
Her name is Alissa Heinerscheid, the now former Bud Light Vice-President of Marketing.
Here is what Heinerscheid, the first woman to lead the Bud Light marketing division in its 41-year history and a graduate of Wharton Business School, said in the below video:
On March 30, in an interview with the Make Yourself at Home podcast, she told of her strategy to ditch Bud Light’s ‘fratty’ reputation and embrace inclusivity to attract a young generation of drinkers.
‘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 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.’
‘So I had this super clear mandate. It’s like we need to evolve and elevate this incredibly iconic brand.’
‘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.”
WATCH: Bud Light VP of Marketing on Anheuser-Busch’s “fratty, out of touch” marketing program.
Ad Age’s Jon Springer on April 21st, 2023 in an article title Bud Light’s Marketing Leadership Undergoes Shake up after Dylan Mulvaney Controversy wrote:
Alissa Heinerscheid, who has led the brand since June, takes leave of absence and is replaced by Budweiser global marketing VP Todd Allen
Heinerscheid did not immediately respond to an email requesting comment.
The brewer has also streamlined its marketing function to reduce layers “so that our most senior marketers are more closely connected to every aspect of our brand’s activities,” a company spokesperson said in a statement, adding that “these steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”
The Bud Light—Dylan Mulvaney Debacle
Here are some reactions to Alissa Heinerscheid’s marketing partnership with trans Mulvaney.
Kid Rock Shoots Bud Light Case
On April 3rd, 2023, Kid Rock posted a now-viral video to Twitter (@KidRock) in which he adds to the backlash by shooting a case of Bud Light with a submachine gun and then exclaims, “Fuck Bud Light, fuck Anheuser-Busch” (shown below). The video gained over 182,000 likes and 40,000 retweets in two days. The story was reported on by numerous media outlets over the following days.
— KidRock (@KidRock) April 4, 2023
Bud Light Boycott (TanManWho, Tom MacDonald)
Some people reacted to the sponsorship by boycotting Bud Light and posting videos in which they pour out their Bud Light, announcing that they will no longer be drinking the beer. For example, on April 4th, 2023, TikToker @tanmanwho posted a video doing this and announcing his move to Coors Light, garnering over 2.3 million views in a day. The video was reposted by the Twitter page @ChudsofTikTok that day, who added clips to the end showing that Coors Light has also done pro-LGBTQ+ campaigns in the past, garnering over 11,000 likes in a day (shown below). The video was reacted to numerous times on TikTok, mostly by users criticizing TanManWho for being so outraged about the sponsorship.
“If my dead ex husband was alive he would be extremely pissed off. Bud light was his garage fridge beer. He wouldn’t touch these cans!” – 🤡
Watch till the end. pic.twitter.com/QUMWFrOXJo
— ChudsOfTikTok (@ChudsOfTikTok) April 4, 2023
What Alissa Heinerscheid did was to send a clear and unequivocal message to Bud Light consumers that, “This Bud Ain’t For You!“
Alissa may be gone, but what she did is not forgotten. Alissa single handedly made Anheuser-Busch woke!
Go woke, go broke!
©Dr. Rich Swier. All rights reserved.
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