In 2023, woke Bud Light Vice-President of Marketing Alissa Heinerscheid made a disastrous decision that canned her career and coined a new phrase for destroying a brand. No one wants to be the next “Bud Light.”
Heinerscheid greenlighted a partnership with a transgender influencer, Dylan Mulvaney, that led to massive pushback from the public and a widespread boycott that cost the company, by some estimates, a staggering $1.4 billion.
After a leave of absence, Heinerscheid was out at the company.
Heinerscheid appears to have recently updated her LinkedIn profile, announcing a new role, Team Business Operations, at the Saudi-funded LIV Golf. The LinkedIn timeline suggests she has been with LIV for eight months.
audi Arabia criminalizes same-sex sexual activity between men and between women. The gender expression of trans people is also criminalized. Sentences include a maximum penalty of death. There is evidence of the law being enforced in recent years, and LGBT people are regularly subjected to discrimination and violence.
While spinning how clever the partnership with Mulvaney was at Anheuser-Busch, despite freefalling sales, Heinerscheid seemed to go out of her way to insult the brand’s customer base, sneering at what she called ‘frat boy’ culture.
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