Bud Light’s Vice President of Marketing Alissa Heinerscheid has taken a leave of absence following the backlash the beer company received for partnering with transgender influencer, Dylan Mulvaney. However, it appears that Heinerscheid’s boss, Daniel Blake, has also taken a leave of absence due to the negative publicity. This is hardly surprising considering the magnitude of the outrage that has been sparked by this partnership.
Anheuser-Busch, the parent company of Bud Light, issued a statement regarding Heinerscheid’s absence, saying they supported her “given the circumstances.” The same statement confirmed that Blake had also taken a leave of absence.
According to sources, the leaves of absences were not voluntary, indicating that the situation has taken an unfavorable turn for both Heinerscheid and Blake. However, Bud Light’s parent company tried to downplay the issue with a statement that spoke about the company’s various efforts to “authentically connect with audiences across various demographics.”
Bud Light’s trans-influencer partnership has not gone down well with conservatives. They have even started a boycott movement, and the controversy triggered Kid Rock to take to social media and post a video where he’s seen shooting cases of Bud Light while bad-mouthing the beer company. Needless to say, the video went viral.
I nearly choked on my coffee this morning when I saw this ridiculous statement in a news article:
"Bud Light has also hired two consultants with experience in Washington, D.C.'s conservative circles to advise the brand moving forward."
Are they kidding me? This ranks up there… pic.twitter.com/2giCd9YwFq
— giovanni gallucci (@gastroverite) April 23, 2023
In an attempt to salvage their brand reputation, the company has reportedly hired two consultants to advise them, and these consultants have experience working with Washington, D.C.’s, conservative circles. We can only hope that they can help Bud Light undo the damage caused by their ill-advised partnership.
Former Anheuser-Busch executive Anson Frericks believes that the company should stay apolitical in the current divisive times. He suggests that for brands like Bud Light to remain relevant, they need to rethink their involvement in the environmental social governance movement, which their customers don’t want. Frericks’ advice could be a good start for the company, as it could help them avoid taking actions that could alienate their conservative customers.