"Representation is at the heart of evolution…you have to see people that represent you in the work”
Heinerscheid went on to say that this means having a campaign "that feels Lighter, and brighter, and different, and appeals to women and men," stating that the brand had a "bratty, kind of out of touch humor, and it was important that we had another approach."
This interview foreshadowed the controversial use of TikToker Dylan Mulvaney as a spokesperson which was revealed on April 1st. Bud Light defended their decision to make a commemorative can for Mulvayney stating the company "works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points. From time to time, we produce unique commemorative cans for fans and for brand influencers."
The move to make Mulvayney created backlash across social media, with figures such as Kid Rock and country music star Travis Tritt boycotting the brand. Rock posted a video of him destroying a case of Bud Light with a Machine gun that has over 50 Million views.
Tritt announced that he would be removing the brand from the hospitality rider for his tour. Stating that they were once "A great American company that later sold out to the Europeans and became unrecognizable to the American consumer."
Country music legend John Rich has pulled Bud Light from his iconic Nashville bar Redneck Riviera in response to the Mulvaney partnership.
In response to the boycotts, there were some who have defended the beer company. Offspring Guitarist Noodles announced that in response to "bigots," they would be adding Anheuser-Busch and Jack Daniels products to their hospitality rider.
This all comes as Dylan Mulvaney has gained notoriety for the "days of girlhood" series on TikTok in which Mulvaney documents transitioning to being a "girl." Mulvaney has become the face of a number of brands including Ulta, Nike, and Tampax.
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