Bud Light Exec Says Marketing Strategy Is A Move Away From “Fratty” and “Out-of-Touch Humor”

Alissa Heinerscheid, Bud Light’s Vice President of Marketing, spoke on a podcast on March 30 about the approach that the popular beer brand is taking for its marketing and said that her job was to “evolve and elevate this incredibly iconic brand.”

Bud Light received backlash from conservative beer drinkers recently when the brand engaged trans activist and influencer Dylan Mulvaney in its March Madness campaign. The deal is one of many that the brand has with a host of different influencers as a way to reach out to the younger demographic.

Heinerscheid said on Make Yourself at Home, a show hosted by Kristin Twiford, that without this younger demographic, there would be no future for the brand. 

“I am a businesswoman. I had a really clear job to do when I took over Bud Light, it was…this brand is in decline. It has been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”

“So I had this super clear mandate,” she explained. “It’s like, we need to evolve and elevate this incredibly iconic brand. And my…what I brought to that was a belief in, okay, what does evolve and elevate mean? It means inclusivity. It means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men.”

“Representation is sort of the heart of evolution. You’ve got to see people who reflect you in the work,” she argued. “And we had this hangover—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.”

Heinerscheid, who’s a Wharton and Harvard graduate, became the VP of marketing in July 2022. She is the first woman to hold this position in the company’s 40-year history.

The brand’s parent company, Anheuser-Busch InBev (NYSE: BUD), has stood by the brand’s decision to enlist Mulvaney as one of its influencers and said that the brand will continue to work with influencers to connect with their many different audiences.

“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points,” a spokesperson for the company told Fox News.

Information for this briefing was found via Twitter, and the sources and companies mentioned. The author has no securities or affiliations related to the organizations discussed. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security. The author holds no licenses.

One thought on “Bud Light Exec Says Marketing Strategy Is A Move Away From “Fratty” and “Out-of-Touch Humor”

  • April 10, 2023 12:54 PM at 12:54 pm

    Fire her and hire an executive who will try appealing to normal young people rather than the one in a thousand or less attention seeking Freak Show we all have to have shoved in our face every single day


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