Get Woke, Go Broke: Bud Light Marketing VP Defends Beer Brand's New 'Inclusive' Agenda

April 10th, 2023 2:11 PM

We say this time and time again. Get woke, go broke. 

Bud Light’s Marketing Vice President Alissa Heinerscheid sparked nationwide controversy when she explained her strategy to implement more "inclusive" marketing the Bud Light brand, including spotlighting a man who pretends to be a woman.

As you’re probably aware by now, Dylan Mulvaney, a biological man who gets paid to act like a little girl, became the new face of Bud Light beer. Earlier this month, Mulvaney posted a video saying Bud Light sent him a commemorative can with his face on it to celebrate his “365th day of girlhood. Mulvaney also filmed himself bathing in a bubble bath while drinking the beer - but, as MRCTV’s Brittany Hughes put it, “there’s not enough bleach in the world.” 

When I picture Bud Light’s demographic, I think of men (actual men) outside, maybe shooting, likely listening to country music, maybe even on a boat with an American flag in the background. I don’t picture Dylan Mulvaney, with his bulge tucked into a mini skirt, dancing around like a child on crack cocaine. 

Yet, that’s apparently exactly who Bud Light’s VP of marketing was trying to reach. 

“I had a really clear job to do when I took over Bud Light and it was [that] this brand is in decline, it’s been in 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," Heinerscheid said in a video posted to social media.

Heinerscheid also said that she needed to “evolve and elevate” the brand and that the best way to do that was through “inclusivity.”

“It means having a campaign that is truly inclusive and feels lighter and brighter and different and appeals to women and to men. And representation is at sort of the heart of evolution,” she said, claiming the brand has been stuck with “fratty kind of out-of-touch humor.”

Well, Ms. Heinerscheid, I don’t think your plan panned out exactly how you’d envisioned. 

After Mulvaney became Bud Light’s leading “lady,” Bud Light fans across the country were pissed. Country Star Travis Titt deleted all the company's products from his tour, while Kid Rock shot up a few cases of Bud Light in a video and then proclaimed “f**k Bud Light and f**k Anheuser-Busch” with his middle finger raised. 

Numerous other drinkers protested the news, but Heirscheid remained confident.

It’s almost laughable.