An executive at Bud Light’s parent company, Anheuser-Busch InBev, has taken a leave of absence following a partnership between the beer brand and a transgender influencer that sparked backlash from some customers. The partnership, which featured Dylan Mulvaney, a transgender influencer with over 10.8 million social media followers, quickly drew criticism from those who oppose the so-called “woke” movement. The controversy underscores the challenges companies face as they try to appeal to a diverse customer base.
The partnership was part of Bud Light’s broader effort to connect with audiences across various demographics. In a statement earlier this month, the company said it works with hundreds of influencers across its brands as one way to authentically connect with customers. However, the backlash over the Mulvaney partnership highlights the tension that can arise when companies try to appeal to diverse audiences.
Alissa Heinerscheid, Bud Light’s vice president of marketing, who oversaw the partnership, will be replaced by Todd Allen, the global vice president of Budweiser, according to media reports. While Anheuser-Busch InBev did not confirm Heinerscheid’s leave of absence, the company said that its most senior marketers are now more closely connected to all of its brand activities.
The backlash over the partnership has also affected Anheuser-Busch InBev’s stock, which has fallen 1.8% since Mulvaney’s video was posted on April 1. Despite this, the stock is up 9.1% for the year so far, outperforming the broader U.S. stock market.
The controversy also highlights the challenges companies face as they try to navigate issues related to diversity and inclusion. While many companies have broadened their efforts to appeal to diverse audiences, they also face pushback from those who oppose such efforts. As companies continue to grapple with these issues, it remains to be seen how they will balance the competing demands of their stakeholders.