Bud Light’s vice president said she wanted to update its ‘fratty’ branding with ‘inclusivity’ days before Dylan Mulvaney’s partnership was unveiled.
Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been ‘in decline for a really long time.’
The Harvard graduate stated that it was essential that the brand attract more female and younger drinkers because otherwise ‘there will be no future for Bud Light.’
Heinerscheid gave her expertise just three days before a furious backlash was unleashed when transgender influencer Mulvaney released the Bud Light promotional on her Instagram page.
Now the company is reeling from its controversial marketing strategy and has not posted on its official Twitter account for more than a week – prompting speculation there has been an internal shakeup as a result of the botched advertising campaign.
Mulvaney’s April 2 Instagram post included her drinking a beer with her face printed on the can and…
