ハーバード大卒でLGBT支持者のAlissa Heinerscheidさん＠Bud Light 窮地に陥る

 

'No one at a senior level' was aware Bud Light had made the 'mistake' of partnering with trans influencer Dylan Mulvaney - as parent company Anheuser-Busch loses $6BN in six days

• Partnership with trans influencer Mulvaney has proved disastrous for Bud Light
• Sources claim the company's senior executives were unaware of the campaign 
• READ MORE: Woman sets her Nike sports bra alight in 'Burn Bra Challenge' on TikTok as the gymwear giant faces boycott over Mulvaney partnership 

By David Averre

Published: 05:42 EDT, 13 April 2023 | Updated: 10:59 EDT, 13 April 2023

The disastrous marketing campaign came just days after Bud Light's vice president said she wanted to trade the brand's 'fratty' reputation for 'inclusivity'.

Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been 'in decline for a really long time' - despite it being America's number one brew with a market share of more than 13 per cent.

The Harvard graduate declared it essential to attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.'

Although Heinerscheid says the Bud Light brand is on the wane, it remains the flagship beer of Anheuser-Busch.

The Belgian multinational, the world's largest brewer, saw its profits rise above expectations to more than 7 per cent in the first quarter of 2023. 

It reported last month its core profit - earnings before interest, tax, depreciation and amortization - was $4.95 billion. 

Heinerscheid previously worked in AB marketing before moving to take the helm as Bud Light's vice president in July last year. 

Her LinkedIn profile proudly states that she is the 'first female to lead the largest beer brand in the industry.' 

She told the Make Yourself at Home podcast that she was convinced Bud Light must incorporate '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.'

 https://www.dailymail.co.uk/news/article-11967949/No-one-senior-level-aware-Bud-Light-partnering-trans-influencer-Dylan-Mulvaney.html

Alissa・・・（爆ｗｗｗｗｗｗｗｗｗｗｗｗｗｗ