Anheuser-Busch has denied reports that Alissa Heinerscheid, the VP of marketing responsible for Bud Light’s unsuccessful campaign with Dylan Mulvaney, has been fired and is “gone for good.” While Heinerscheid and Anheuser-Busch’s Group VP of mainstream portfolio, Daniel Blake, were criticized for their involvement in the campaign, they were initially said to be on a leave of absence starting in April. However, a regional head of marketing has claimed that Heinerscheid and Blake are actually no longer with the company. The source, who wished to remain anonymous, explained that using the term “fire” publicly could lead to legal action, which is why the company announced a “leave of absence” instead.
Heinerscheid’s departure was allegedly due to concerns from wholesalers, who would have strongly objected to her continuing in a leadership role. Another source defended Blake, suggesting that he was a capable executive who was caught in the crossfire. However, the same source pointed out that Blake was partially at fault for hiring Heinerscheid. The insider also revealed that conversations with wholesalers indicate that both Heinerscheid and Blake are gone for good, and their responsibilities have been given to other individuals within the company.
Anheuser-Busch has not commented publicly on the employment status of Heinerscheid and Blake. When approached for comment by the Daily Mail, Heinerscheid refused to speak about the campaign, emphasizing that she wasn’t allowed to discuss it.
Since the campaign’s launch on April 1, Bud Light and its parent company have experienced significant financial losses. Sales figures for Bud Light in the week ending June 17 revealed a staggering 28.5% drop compared to the previous year. This decline surpasses the previous two weeks’ declines of 26.8% and 24.4% respectively.
The controversial marketing partnership with Mulvaney has placed Bud Light in the midst of a culture war. Mulvaney promoted a March Madness promotion dressed as Holly Golightly and then appeared in a bubble bath in April. Just before Mulvaney’s videos were published, Heinerscheid gave an interview in which she emphasized Bud Light’s efforts to shed its “fratty” and “out-of-touch” image and attract new customers with a more inclusive approach.
However, photos obtained by The Daily Caller from Heinerscheid’s now-deleted Facebook page showed her participating in the same kind of behavior she criticized her employer for. The pictures depicted her blowing up condoms and drinking beer during a college event. Bud Light’s response to the negative publicity has been to offer a $15 rebate on up to $15 of beer purchases to salvage its image leading up to the Fourth of July.
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