Shortly before Bud Light was besieged by the Dylan Mulvaney controversy, the beer company’s vice president stressed the need to get away from the “out of touch” frat boy image to one of “inclusivity.”
Alissa Gordon Heinerscheid, the self-proclaimed “first female to lead the largest beer brand in the industry,” shared her disdain for Bud Light’s previous frat boy image during a recent podcast.
Heinerscheid described Bud Light as a brand “in decline for a really long time” during the March 23 episode of the “Make Yourself at Home” podcast.
Speaking of Bud Light, which is the most popular beer brand in the U.S. as of a 2019 report, Heinerscheid claimed, “And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”
Heinerscheid stressed a need to “evolve and elevate” the Bud Light brand.
“What does evolve and elevate mean? It means inclusivity,” Heinerscheid declared. “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. And representation is sort of the heart of revolution.”
“You’ve got to see people who reflect you in the work,” Bud Light’s vice president of…