Bud Light Marketing VP Replaced Following Controversial Transgender Rebranding Effort

Sundance reporting for Conservative Treehouse 

Well, this is interesting.  We are now two weeks into the consequence phase of Bud Light VP of Marketing Mrs. Alissa Heinerscheid rebranding the formerly popular beer as a beverage for transgender and transvestite beer drinkers. {Go Deep}

There is still very little empirical evidence of the financial outcome.  There are anecdotal reports of diminished sales; however, VP of Bud Light marketing, Mrs. Heinerscheid, has now been replaced.  This would seem to indicate the brand damage is structural, and the financial ramifications are going to be long lasting.

The traditional beer drinking consumer is no longer buying Budweiser Light products, because the new brand image of “tranny fluid,” a beer for transgender drinkers, creates the side-eye from other people if a beer drinker is noticed holding one.  Using the free rainbow koozie doesn’t seem to help the problem.

The information comes from Ad Age, an insider trade magazine that tracks all things that happen in and around the advertising and marketing world.

VIA Ad Age – Anheuser-Busch InBev has changed marketing leadership for Bud Light in the wake of controversy over the brand sending a can to transgender influencer Dylan Mulvaney with her face on it.

Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser. 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 statement noted that “we communicated some next steps with our internal teams and wholesaler partners,” adding that “we made it clear that the safety and welfare of our employees and our partners is our top priority. (read more)

STATEMENT FROM Anheuser-Busch:

...”“Today, we communicated some next steps with our internal teams and wholesaler partners,” per A-B spokesperson. “First, we made it clear that the safety and welfare of our employees and our partners is our top priority.

Second, Todd Allen is appointed Vice President of Bud Light reporting directly to Benoit Garbe, U.S. Chief Marketing Officer.

Third, we have made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands activities.

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.”.. [source]

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