Heads are continuing to roll after Bud Light’s brief, yet ultimately costly, partnership with Trans activist, Dylan Mulvaney.
Here’s the deal…
These are polarizing times and Bud Light remains in a tailspin following its, brief but ultimately costly, partnership with Dylan Mulvaney, a transgender influencer whose image was put on a Bud Light beer can to celebrate “365 Days of Girlhood.”
The initial Dylan Mulvaney announcement took place on April 1 and in spite of Anheuser-Busch’s desperate efforts to put the matter to bed the brand has been experiencing serious sales declines ever since then.
By the end of April Alissa Heinerscheid, the senior marketing executive behind the controversial Dylan Mulvaney ad campaign, had taken a “leave of absence” she will never return from.
A day before Mulvaney announced the beer partnership, Heinerscheid discussed her work with Bud Light on the Make Yourself At Home podcast where she explained her mission to move the brand beyond its “fratty” and “out of touch” image to a beer company that embraces inclusivity.
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light,” Heinerscheid said. “This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light. ‘”
No doubt those comments helped seal Heinerscheid’s fate, and that disastrous decision has now claimed another head…
In a statement Anheuser-Busch confirmed Benoit Garbe, chief marketing officer since 2021 for the besieged company’s US portfolio of beers and beverages “will be resigning at the end of the year in order to embark on a new chapter in his career.”
A not all that suprising exit…
“Bud Light still just stubbornly down around 30% in volume compared to last year,” Beer Business Daily publisher Harry Schuhmacher told Fox News Digital Friday. “That tells me that this is quasi-permanent, meaning those consumers are just lost forever.”
“We’ve never seen anything like this in the beer industry,” Schuhmacher added
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