Ad Age reports that "Alissa Heinerscheid, marketing VP for the brand since June 2022, has taken a leave of absence, the brewer confirmed, and will be replaced by Todd Allen, who was most recently global marketing VP for Budweiser."
In an interview on the Make Yourself At Home podcast from March 23rd, Heinerscheid revealed that the brand was in decline and they needed to "attract young drinkers… then there will be no Bud Light," which led to the controversial partnership with trans TikToker Dylan Mulvaney.
Heinerscheid also recently suggested that the brand she represents should distance itself from its "fratty" past, despite having participated in frat culture herself as a young woman.
The targeting of young people and the endorsement of Mulvaney, who larps as a young girl on TikTok, led to a powerful boycott of Budweiser products.
Kid Rock, John Rich, Travis Tritt and others have pulled their support for the embattled beer brand.
Ad Age goes on to report:
"The brewer has also streamlined its marketing function to reduce layers 'so that our most senior marketers are more closely connected to every aspect of our brand’s activities,' a company spokesperson said in a statement, adding that 'these steps 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.'
"The statement noted that 'we communicated some next steps with our internal teams and wholesaler partners,' adding that 'we made it clear that the safety and welfare of our employees and our partners is our top priority.'"
This is a breaking story and will be updated.
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