Op-ed views and opinions expressed are solely those of the author.
Anheuser-Bush spent 42 years building Bud Light into one of the most popular beers in the country with men. It took less than a week for the company’s woke VP of marketing to destroy the iconic brand.
Instead of developing marketing programs to promote and sell Bud Light to consumers, Alissa Heinerscheid, the brand’s marketing VP turned that concept upside down and did the exact opposite. She turned Budweiser, the former “King of Beers” into the “Drag Queen of Beers” and consumers are calling for her head!
She blew Bud Light out of the beer barrel when she plastered a ceremonial can emblazoned with a picture of a guy – Dylan Mulvaney – dressed as a woman on it. The move tanked the company’s sales and its market value by billions of dollars.
Since its introduction in 1982 Bud Light built a highly profitable reputation by appealing to guys….guys who watch and play sports, live in frat houses, barbeque at tailgate parties, etc. Their target audience doesn’t relate to men like Mulvaney drinking Bud Light in a tub of bubble bath while wearing a bra and prancing around in women’s clothing, lipstick, earrings, and high heels.
Ms. Heinerscheid, who singlehandedly demolished the beer’s reputation, was placed on an involuntary leave of absence, the brewer says. According to an article in AdAge Ms. Heinerscheid “circumvented the proper approval channels.” She’s lucky she got out of the building alive.
She had been with the company less than 11 months. Her boss, Daniel Blake, who oversaw marketing for Anheuser-Bush, is also on an involuntary leave of absence. Wanna bet they don’t come back or land at any other company that values marketing? However, Nike, Disney, and the NBA would be good fits for this now-unemployed pair of misguided marketing misfits.
Two days after an online post with the transvestite Mulvaney’s picture on a Bud Light can appeared numerous videos were shared showing consumers dumping their Bud Light products in trash bins and down sinks — and violently destroying cans of the beer.
Where I live on Amelia Island, Florida a number of bartenders, and managers of liquor stores, bars and restaurants, and their owners tell me that Bud Light sales are almost nonexistent. A bartender at the Amelia Island American Legion Post told me she hasn’t sold any in a week.
If it’s a boycott, it’s a quiet one. People are just not buying it. Grocery store shelves I’ve seen are chock-a-block full of Bud Light while other brands appear to be moving briskly. Publix and Winn Dixie had Bud Light cases marked down to $20.13 for a case of 24, the lowest price by $10 that I’ve seen for it in a couple of years. Cases of Miller, Coors, etc. were priced around $26.
Further south of Amelia Island Grills Seafood Deck and Tiki Bar owner Joe Penovich said the beverage company marketer “knew EXACTLY what she was doing when she launched this campaign. How could you not? ‘Good ole boy beer…meets Dylan Mulvaney? Hmm. Let’s see what that does.’ NOBODY is that stupid.” His Cape Canaveral restaurant has stopped selling Bud Light and he says he will not resume sales of the beer.
Several celebrities have also joined in the fun.
For example, country music star Travis Tritt revealed that he’d be deleting Anheuser-Busch products from his tour hospitality rider. Rock star Kid Rock was filmed using Bud Light cans for target practice.
If it hasn’t already happened the two VP’s leaves of absence will undoubtedly lead to firings once the furor dies down. The Human Resources group that hires people like them should also be told to hit the bricks.
Harvard graduate Heinerscheid shouldn’t worry about future employment. Based on the current circus in the Biden White House, she’s probably assured of a position there and her ideological idiocy will probably earn her a Harvard Case Study right alongside the 1985 “New Coke” marketing catastrophe.
Mulvaney, the guy who says he’s a gal, is considered to be a social media “influencer” and he’s obviously good at it. For example, he has successfully influenced beer drinkers to stop buying Bud Light. In the week ending April 15, it was reported that Bud Light’s retail sales had fallen 18%.
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