(Daily Caller) The vice president of marketing at Bud Light, who recently said the company needs to update its “fratty” image and “out-of-touch humor,” can be seen partaking in the same behavior she seemed to be criticizing during a Harvard social club event, recently leaked images show.
The Daily Caller obtained the photos from a source who had screenshots of the album on Alissa Gordon Heinerscheid’s Facebook page, which was titled “Isis Senior Reverse Initiation Scavenger Hunt.” In the album, there are photos of Heinerscheid drinking with others, and holding condoms up to their mouths. An article in the Harvard Crimson describes the club as a “haven of inebriated ditzes.”
Bud Light’s marketing has been criticized in recent days. In late March, Heinerscheid appeared on a podcast, where she promotes Bud Light’s new direction and marketing and said the company needed to update its “fratty” image and change its “out of touch humor.”
During the March 23 “Make Yourself at Home” podcast, Heinerscheid said, “I am a businesswoman. I had a really clear job to do when I took over Bud Light, it was — this brand is in decline. It has been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”
She also said, “representation is at sort of the heart of evolution. You’ve got to see people who 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, and it was really important that we had another approach.”
Bud Light and Heinerscheid also faced criticism after transgender TikTok star Dylan Mulvaney showed off a beer can with the influencer’s face on it. They also released a can with a rainbow that states “celebrate everyone’s identity,” and features different pronouns.
Anheuser-Busch also announced a “diversity & inclusion pillar” in 2019 that provides “unconscious bias training” and seeks to “attract diverse talent.”
Since Mulvaney’s video and Heinerscheid’s went viral, industry experts told the New York Post that Bud Light could seriously be in trouble.
“This boycott seems to have more legs than most,” Justin Kendall, editor of beer industry trade publication Brewbound, told The Post. “It started out as a conversation on social media and has breached into mainstream media.”
