Tag Archive for: Alissa Gordon Heinerscheid

Go Woke, Go Broke Lesson Three: Do Not Hire Out-Of-Touch Ivy Leaguers To Run Bud Light

Corporate America has not completely lost its marbles, but the bag sprang a leak about 10 years ago.

The Bud Light debacle could be another teachable moment for “woke” corporate America — if they listen. Know your customer. And if you do not know your customer, hire someone who does.

The public embarrassment of Bud Light missing the mark on an advertising campaign has cost the company billions in sales and market capitalization. Guess whose brainchild it was to plaster a flamboyant transvestite’s picture on its blue-collar beer brand? An out-of-touch, virtue signaling leftie, Mrs. Alissa Heinerscheid. And … wait for it … wait for it … a Harvard, Groton and Wharton grad. Her personal pronouns are “dumb” and “ass.”

In a video, Mrs. Heinerscheid proclaimed herself a hero by saying that if she did not do anything, there was no future for Bud Light. Really?  Bud Light, an iconic Budweiser brand, had no future? As she put it, except for her bravery Bud Light would no longer sell.

So she tried to change this great brand from Bud Light to Bud Light-in-the-Loafers.

In a leftist word salad worthy of a Kamala Harris speech, her stated goal with Bud was “inclusivity and shifting the tone.” No, your job is to sell beer, usually to middle-aged white men who have very real and very hard jobs that provide goods and services to people like you.

Thank goodness Mrs. Heinerscheid is white so Anheuser Busch could fire her. This speaks volumes about the curious, coastal liberal, elite class isolation and echo chamber thinking prevalent in people in her position in corporate America. This is the same thinking that prevails in both the Centers for Disease Control and the ruling political class in Washington, D.C.

The leaders of this generation, especially at the Ivy League, say they want to change the world, but they don’t even know how to change a tire.

Like actors, teachers and politicians, what corporations have come to realize is that the media and the policing authorities of the Democrat Party will leave you alone and let you do just about anything if you repeat their dictates. So, they went with a guy who really knows how to dictate, transgender activist Dylan Mulvaney.

You could argue that Bud Light has always been trans: it is water that identifies itself as a good beer. As a bourbon drinker, I think Bud Light is so weak that I call it the “official beer of child custody hearings.”

The tone-deaf nature of this beer campaign is repeated daily in corporate America by a class of young, left wing-indoctrinated, Ivy League dolts who could not run a hardware store. I worked on Wall Street with these type folks. They are no smarter than any state college graduate. And they are much more dangerous because the arrogance of their Ivy League indoctrination imbues  them with the false belief that they are much smarter than they really are. Doing well on the education industry-contrived SAT has become the marker for hiring rather than common sense and an up-through-the-ranks work ethic.

Hubris can remain at Harvard, but please do not try any of your “theories” about what is best for us on us. Keep those contained in your doctoral thesis for peer-reviewed papers.

The Ivy League, and thus corporate America, are in cultural decay.  They are managed by scared and “woke” people who are incentivized not by results but by tokenism, in a bureaucratic morass in which incompetence can hide.

I tell this joke when I speak at colleges. Three men are scheduled for electric chair execution on Death Row. One graduated from the University of Tennessee, the second from Alabama and the third from Harvard. The Warden and preacher are there, and all three death row prisoners are watching. The UT guy gets in the chair.  They try to execute him; sparks fly and the electric chair fails. The Warden and preacher say, “It is God’s will, he must be innocent,” and they free the man. Then the ‘Bama grad is seated, and the same thing happens. Preacher and Warden say, “It’s God’s will” and free the man. Having witnessed all this, the Harvard guy is last. The same thing happens: sparks fly and the officials say he is free to go. The Harvard grad says, “Wait a minute, if you just take that wire there and reconnect it to …”

EQ trumps IQ – every time.



A libertarian op-ed humorist and award-winning author, Ron is a commentator on radio and TV. He can be contacted at Ron@RonaldHart.com or @RonaldHart on Twitter.

The views and opinions expressed in this commentary are those of the author and do not reflect the official position of the Daily Caller.

EDITORS NOTE: This Daily Caller column is republished with permission. ©All rights reserved.

The Marketing Geniuses At Budweiser Forgot One Cardinal Rule

‘This Bud may not be for you.’

Anheuser-Busch InBev is the largest beer maker in the world, producing six of the top 10 beer brands by volume, and enjoying sales of well over $1 billion a year.

Now, in a marketing debacle that will be studied and written about by MBA students for decades, Bud Light has cratered the company’s reputation.

Bud Light had been pure gold in the advertising industry since the 1980s, long before the Spuds McKenzie, the female bull terrier party animal mascot of the 1980s, and the hilarious “Real Men of Genius” ad campaign of the late 1990s became woven into popular culture. Bud Light brand building has been right up there with the NFL, arguably the most successful marketing organization on the planet.

But that was not good enough for Alissa Gordon Heinerscheid, the newly named vice president of Bud Light. The image of the company was just too “fratty,” she explained in a recent podcast, during which she insulted the customers that have sustained the brand for decades.

The beer’s new mascot would become a man all dolled up like a preteen girl: Dylan Mulvaney.

Heinerscheid believes she is on the cutting edge because the beer label had been in decline. On the “Make Yourself at Home” podcast she explained how she is on a mission to evolve the brand:

“So I have this super clear mandate. We need to evolve and elevate this incredibly iconic brand. And my, what I brought to that, was a belief in ‘OK, what does evolve and elevate mean?’ It means 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,” Heinerscheid said.

“And representation is … at the heart of evolution. You’ve gotta see people who will reflect you in the work. And we had this hangover. I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor,” she explained.

And that, beer lovers, is how transgender activist Mulvaney came to be the new face of Bud Light. Mulvaney, a TikTok star and transgender personality who has done incredibly well in the famous-for-being-famous space, has brought his version of come-hither trans sexuality into the brand best known for a low-calorie, low-carb buzz, with notes of hops and malt.

The real marketing men and women of genius over at Budweiser forgot one thing: Don’t hate your customer.

When it launched Heinerscheid as its new VP during the Super Bowl, she explained to Forbes magazine that the 2023 Super Bowl ad, featuring people dancing as they are on a phone call hold, was the company’s new shift to showing real people, especially women.

“This campaign is meant to feel different, to be lighter and brighter, with a confidence and magnetism, and it’s really critical to depict real people and real places,” she told Forbes. “What I need to do to help this brand to evolve … this is my passion point.”

Heinerscheid told Forbes that Bud Light has been “everything to everyone, and as a result, we’ve not been (mindful) about where it shows up.”

Then she spoke to the importance of women. Her top strategic priority was to make sure that women were represented: “Female representation is a personal passion point of mine.”

By April 1, Heinerscheid decided that real people were not the market and female representation was not the priority.

Instead, a wholly manufactured TikTok personality, famous for skipping around a little girl’s bedroom like a pre-pubescent girl, is the real person that represents the brand.

Pro-tip: You’ll never be able to replace all the customers you lose at once with your new target market.

It appears Bud Light is targeting pre-teens, and Dylan Mulvaney does play-act the role of an underage girl. But that is a targeting blunder for another column.

If you’re one of the most successful brands in the history of marketing, and if you’re hating on your existing customer while you search for a better customer, maybe this Bud blunder is on you.

Real Men of Genius and Spuds McKenzie, the campaigns that built the brand, spoke to America with humor and storytelling.

Perhaps it is not just the customer that Bud Light has decided to hate. Perhaps the corporate geniuses, looking for that ESG (Environmental, Social, Governance) preferential scoring for investors, have simply decided to hate Americans because they are not woke enough or trans enough for the “evolving” brand.

Good luck with that strategy, geniuses. As for Americans, this Bud may not be for you.



Suzanne Downing is publisher of Must Read Alaska.

The views and opinions expressed in this commentary are those of the author and do not reflect the official position of the Daily Caller News Foundation.


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