Bud Light’s Vice President of Marketing, Alissa Heinerscheid, is taking a bold and misguided step by promoting the struggling American beer brand to a younger generation through a controversial partnership with trans influencer Mulvaney.
In an attempt to update the company’s humor and make it more inclusive, Heinerscheid risks alienating Bud Light’s core customer base and further contributing to the brand’s decline.
During a podcast interview on “Make Yourself At Home,” Heinerscheid justified her decision by stating that Bud Light has been experiencing a prolonged decline and needed to attract younger drinkers to ensure the brand’s survival. However, the company’s decision to partner with Mulvaney and celebrate the influencer’s “365 Days of Girlhood” by producing custom-made cans with Mulvaney’s face on them has ignited backlash across social media.
Heinerscheid claims her mandate is “to evolve and elevate this incredibly iconic brand” by incorporating inclusivity and appealing to both men and women. While representation is essential, it’s also crucial to respect the preferences and values of the existing consumer base. Heinerscheid’s dismissal of Bud Light’s past branding as “fratty” and “out of touch” is not only condescending but also disregards the loyal customers who have supported the company over the years.
Dylan Mulvaney has become the new brand ambassador for Bud Light. ?
The beer brand even made a special edition Dylan Mulvaney Can ?celebrating his 365 days of girlhood.
(This is not April Fools, it’s actually real)
??????? #dylanmulvaney #trans #transgender pic.twitter.com/xuu87WxrvZ
— Oli London (@OliLondonTV) April 1, 2023
In defense of the Mulvaney partnership, an Anheuser-Busch spokesperson stated that the company works with various influencers to connect with diverse demographics and that the commemorative cans were a personal gift, not for sale to the public. Yet, Bud Light’s social media accounts have gone uncharacteristically silent since Mulvaney’s announcement, with no posts on Instagram, Twitter, or Facebook since late March or early April. This silence raises questions about the company’s confidence in its decision to partner with Mulvaney as a brand ambassador.
Bud Light draws backlash after promoting trans activist Dylan Mulvaney, but marketing pros say it’s a smart move.
Let’s see what the marketing pros think in a month from now. https://t.co/w7rI6VNqle
— General™️???? (@TheGeneral_0) April 10, 2023
As reported by the Daily Mail, Bud Light’s partnership with Mulvaney was unveiled during March Madness, the annual NCAA basketball tournament. Curiously, the company did not tweet during the University of Connecticut’s victory over San Diego State in the championship game on April 3rd. The Instagram post featuring Mulvaney drinking Bud Light from a can with her face on it has garnered over 11,000 comments, many of them expressing dissatisfaction with the promotion.
Bud Light’s decision to partner with Mulvaney is a misguided attempt at promoting inclusivity at the expense of the brand’s core values and existing customer base. By dismissing the preferences of loyal customers and pursuing a partnership that sparks controversy, Bud Light risks further decline and the potential loss of long-standing supporters. Rather than pushing a divisive agenda, Bud Light should focus on unifying its consumer base and celebrating the traditional American values that have made the brand iconic for generations.
Sources: ConservativeBrief, DailyMail, FoxBusiness
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