Bud Light marketing VP Alissa Heinerscheid, who said the brand was “fratty” and “out of touch” and devised the much-criticized Dylan Mulvaney partnership, is taking a leave of absence.
Heinerscheid, who has led the brand since June, will be replaced by Budweiser global marketing VP Todd Allen, according to Ad Age. The move comes as Bud Light and Anheuser-Busch have faced intense backlash for their partnership with the trans influencer and activist, famous for her “365 Days of Girlhood” video series, which chronicled the first year of her transition. Anheuser-Busch has faced cascading problems, including cancelled events with the iconic Budweiser Clydesdale horses, a stock price that’s dipped, and many prominent Americans voicing their opposition, including Rep. Dan Crenshaw (R., Texas), Kid Rock, and Travis Tritt.
“If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” the beer’s VP of marketing explained last month. “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.”
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But Heinerscheid’s immediate future at Bud Light has now been cut short. The executive became the first woman to lead Bud Light in the brand’s 40-year history and was recognized by Ad Age in 2022 as one of the 40 under 40 rising stars in marketing, advertising, and media. Heinerscheid was promoted to the job after a nearly eight-year tenure at Anheuser-Busch in various marketing roles, including a recent stint as VP of direct-to-consumer marketing, which includes e-commerce. She created the role of Bud Light Blue VP, which refers to the main brand, proposing it to a top Anheuser-Busch executive through a 30-page pitch. It came after nearly four years of working on Bud Light, including overseeing the 2019 Game of Thrones Super Bowl ad.
Read more: National Review
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