The Daily Wire has reported that no one at the senior levels at Anheuser Busch were unaware of the marketing efforts at Bud Light. This is regarding the partnership with trans activist Dylan Mulvaney.
According to the Daily Wire source, the company is scrambling as they pause all of its marketing efforts and reevaluate its process for evaluating partnerships with future influencers.
The Vice President of marketing Alissa Heinerscheid made it clear that she pursued the partnership to make the brand more “inclusive” as they attempted to “authentically connect with audiences across various demographics and passion points.”
Mulvaney on Instagram said that “Bud Light sent me possibly the best gift ever: a can with my face on it,” and went on about a promotion Bud Light was offering. The video was hashtagged with #budlightparnter.
The backlash of the revelation came fast, and Kid Rock made a viral video shooting cases of Bud Light. Shortly after this, country legend Travis Tritt announced that he and many other musicians were removing Bud Light from their hospitality waivers on their tours.
John Rich announced he would stop offering Bud Light at his Nashville bar. Ted Nugent praised people for “standing up for their values and taking action”.
Anheuser Busch appeared blindsided, at least those at the top.
DC Drano tweeted:
“Scoop: Anheuser Busch insider tells me execs are angry at the release of Dylan Mulvaney can It wasn’t posted on any AB/BL social medias & the leading theory is that a Leftist manager secretly did it on their own to push trans agenda New PR statement expected Possible lawsuit…”
John Cardillo responded with:
“As I’ve been digging into this, I’m finding this to be 100% true @AnheuserBusch has donated far more to GOP candidates than Dems, and FAR more than woke @MolsonCoors. Looks like the Dylan Mulvaney campaign was not approved by senior execs. Heads should roll.”
As I’ve been digging into this, I’m finding this to be 100% true@AnheuserBusch has donated far more to GOP candidates than Dems, and FAR more than woke @MolsonCoors.
— John Cardillo (@johncardillo) April 6, 2023
Looks like the Dylan Mulvaney campaign was not approved by senior execs.
Heads should roll. https://t.co/e301ZF2vDU
Sources told the Daily Wire that a lower-level employee made the decision to include Mulvaney in the campaign, thinking it wasn’t a big deal, but it apparently was. The company’s market value has plummeted by billions in response. An event with the company’s famous Clydesdale was canceled over the backlash.
Two separate female vice presidents at the company have previously pushed for inclusivity at the company. Anheuser Busch’s Vice President of Communication Jennifer Morris said at an event in 2021 that it was essential to “leverage our scale and resources to further conversations around DE&I [Diversity, Equity, and Inclusion] and help consumers understand the difference they can make as individuals.”
Bud Light’s Vice President of Marketing Alissa Heinserscheid shared in a recent interview that she wanted “to evolve and elevate this incredibly iconic brand.”
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light,’” she said.
She continued on to disparage Bud Light’s main consumers, “I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.”
We will see what efforts Anheuser Busch makes to win back over those they have offended. Will anyone lose their job for the billion-dollar mistake?
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I don’t believe the execs didn’t know. They are just reeling because their woke crap has stunk up the house. I will never ever buy a AB product again. Just like I don’t with the nfl, nba, mlb, target, nike, gillette, dicks, starbucks, etc. I do not joke.