Bud Light’s VP of marketing, Alissa Heinerscheid, has pledged to revamp the brand’s “fratty” reputation and make it more inclusive, or face the reality of going out of business. In an episode of the “Make Yourself at Home” podcast, she expressed her belief in evolving and elevating Bud Light, which has been in decline for a long time. The brand was set the task of attracting young drinkers or risk having no future.
Heinerscheid emphasized that inclusivity and representation are the heart of evolution, stating that people need to see those who reflect them. She acknowledged that Bud Light had a reputation for “out-of-touch” humor and pledged to take another approach. Bud Light’s Super Bowl advert cast an incredible female choreographer and Miles Teller, along with his wife, Keleigh, who was the heartbeat of the spot.
As the first woman to lead Bud Light in the brand’s 40-year history, Heinerscheid recognizes the importance of female representation and tries to bet on people who share her values and haven’t had opportunities. She has been committed to female representation in her role. Having survived cancer and had three children through surrogacy, Heinerscheid recognizes the value of community and positively impacting others.
However, Bud Light’s desire to be more inclusive has faced backlash from right-wingers calling for a boycott against the brand for its partnership with trans actress Dylan Mulvaney, who was given a can of beer with her face on it. Despite the nasty comments from bigots, Bud Light has been supporting pro-LGBTQ+ causes for decades. In 2019, the brand unveiled limited-edition rainbow bottles across the US as part of a World Pride celebration, vowing to donate $1 to LGBTQ+ charity GLAAD for each case sold, up to $150,000.
In conclusion, Bud Light’s VP of marketing, Alissa Heinerscheid, recognizes the importance of inclusivity and representation in the brand’s evolution. Despite facing backlash from right-wingers over its partnership with trans actress Dylan Mulvaney, Bud Light has been supporting pro-LGBTQ+ causes for decades.