Bud Light continues to face netizens’ backlash following their collaboration with trans activist Dylan Mulvaney. This time the Vice President of Bud Light’s Marketing, Alissa Gordon Heinerscheid, is surrounded by controversy.
She recently revealed on the Make Yourself At Home podcast that the brand’s focus is diversified from catering to “frat guys,” to promoting inclusivity. The interview quickly went viral evoking netizens’ curiosity about Alissa Heinerscheid.
A few weeks ago, Bud Light collaborated with trans influencer Dylan Mulvaney. They released the special Bud Light featuring Mulvaney in celebration of her 356 days of Girlhood. Consumers of the beer were unhappy to see the company’s partnership with the trans activist and TikTok personality.
Alissa Heinerscheid’s Make Yourself at Home episode continues the Bud Light controversy
In a recent Make Yourself At Home episode, Alissa Gordon addressed the backlash towards Bud Light. She clarified the brand’s changed approach toward the public. She further announced that the company does not wish to be a brand that exclusively represents ‘fratty and out-of-touch humor.’ Due to this, they decided to rather focus on ‘inclusivity.’
Alissa Gordon shared having a clear mandate to evolve and elevate Bud Light’s brand. For her evolving and elevating means inclusivity. It also means formatting a campaign that’s inclusive and different. She further shared her aim to make it appeal to all genders by making it lighter and brighter.
“Bud Light had kind of a brand of fratty out-of-touch humor and we needed to have another approach.”
Netizens disagreed with the approach of Bud Light and criticized the brand. They called for Gordon’s resignation from the company for the controversial brand representation. Additionally, there are many rumors of people destroying the brand’s products as a protest circulating online.
Who is Bud Light’s Vice President of Marketing behind Dylan Mulvaney’s controversial sponsorship?
Alissa Gordon Heinerscheid is the self-acclaimed first female leading the largest beer brand in the industry. She graduated from Wharton School and holds a Master of Business Administration degree. She also holds a B.A. degree from Harvard University.
Gordon began her career in marketing at Tapestry Networks and left her position after five years to become the Associate Brand Manager of the dental hygiene company Listerine. Following this, she joined the Anheuser-Busch company in May 2015.
At the company, she worked as a Director of Value Brands, the Director of Bud Light Sports & Music, the Senior Director of Bud Light Communications, the VP of Direct Consumer Marketing, and later the VP of drafting & Digital. Gordon has been working as a VP in Bud Light for the past 10 months, as per her official LinkedIn account.
Trans activist and influencer Dylan Mulvaney has not responded to the Bud Light controversy and backlash at the time of writing the article. However, she has stirred up many boycotts after becoming a brand ambassador for various brands including Nike.
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