A Bud Light executive who is under fire for a collaboration with transgender celebrity Dylan Mulvaney is taking a leave of absence.
Alissa Heinerscheid, vice president of marketing for Bud Light, will be replaced by Todd Allen, global marketing VP at Budweiser, according to parent firm Anheuser-Busch InBev.
The move is purportedly part of a reorganization in which “senior marketers are more closely connected to every aspect of our brand’s activities,” according to a spokeswoman.
It is the most recent development in a dispute that began several weeks ago when Mulvaney, a man who claims to be a woman, was featured in a Bud Light marketing effort. Mulvaney received a bespoke can with his face on it, as evidenced by Instagram posts marking “day 365 of womanhood.”
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In the aftermath, Heinerscheid came under fire after an interview surfaced in which she suggested the beer brand needs to change its “out of touch” and “fratty” image. The Daily Caller then published images of Heinerscheid consuming beer in a raucous environment.
Ad Age claimed on Friday that the message did not identify Mulvaney and did not apologize to aggrieved customers. However, the firm stated that it is taking efforts that “will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”
— Budweiser (@budweiserusa) April 14, 2023
Country music musicians Travis Tritt and John Rich were among those who spoke out against Bud Light’s Mulvaney collaboration. Kid Rock posted a video of himself blasting cases of beer.
“F*** Bud Light,” the rock star said at the end. “And f*** Anheuser-Busch. Have a terrific day.”
In response to calls for a boycott, Anheuser-Busch issued a statement from CEO Brendan Whitworth, which did not include an apology or mention Mulvaney, as well as releasing a pro-America advertisement featuring one of Budweiser’s well-known Clydesdale horses galloping around the United States.
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According to CNN, Anheuser-Busch facilities have suffered threats as a result of the backlash. Last year, the White House invited Mulvaney to visit and condemned the “violence and vitriol” directed against transgender Americans.
Reporter: "Dylan Mulvaney has been the target of a barrage of attacks from anti-trans individuals online after she did an ad with Bud Light…"
KJP: "That level of violence and vitriol against transgender Americans has to stop."pic.twitter.com/YoLrYEDGI5
— Daily Wire (@realDailyWire) April 21, 2023
According to the most recent statement, “We made it clear that the safety and welfare of our employees and partners is our top priority.”
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