1srelluc
Diamond Member
- Nov 21, 2021
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Bud Light's vice president said she wanted to update its 'fratty' branding with 'inclusivity' days before Dylan Mulvaney's partnership was unveiled.
Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been 'in decline for a really long time' - despite it being America's number one brew with a market share of more than 13 percent.
The Harvard graduate stated that it was essential that the brand attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.'
Heinerscheid, 39, gave her expertise just three days before a furious backlash was unleashed when transgender influencer Mulvaney released the Bud Light promotional on her Instagram page.
Now the company is reeling from its controversial marketing strategy and has not posted on its official Twitter account for more than a week - prompting speculation there has been an internal shakeup as a result of the botched advertising campaign.
Heinerscheid previously worked as a marketing guru at AB InBev before moving to take the helm as Bud Light's vice president in July last year.
Her LinkedIn profile proudly states that she is the 'first female to lead the largest beer brand in the industry.'
She told the Make Yourself at Home podcast that she was convinced Bud Light must incorporate '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.'
Heinerscheid claimed she had a 'super clear' mandate to 'to evolve and elevate this incredibly iconic brand.'
She criticized Bud Light's former marketing strategy as dated and male-focused.
Bud Light VP said she wanted to update the 'fratty' branding
Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been 'in a decline for a really long time.'
www.dailymail.co.uk
I swear, Harvard educated leftists could fuck up the only fuel and water station for 300 miles in a desert with only one road to it.