Seventeen years later, Heinerscheid is now calling on beer companies to cater to more than just the frat-house crowd.
The images, which are nearly twenty years old, would have remained buried in Heinerscheid's Facebook albums had the beer executive not recently suggested that the brand she now represents should distance itself from its "fratty" past.
The images, which were first obtained by the Daily Caller from a source who discovered them on Heinerscheid's now-protected Facebook page, were from a 2006 event called the "Isis Senior Reverse Initiation Scavenger Hunt."
The Isis Club was established at Harvard in 2000 to "provide a positive environment and social network for women to flourish." An article in the university newspaper around the time the photos of Heinerscheid were taken, however, described the scene of the club's gatherings as a "haven of inebriated ditzes."
In the photos, Heinerscheid can be seen drinking beer, blowing up condoms as if they were balloons, and exhibiting other behaviors typically associated with intoxication.
Seventeen years later, Heinerscheid is now calling on beer companies to cater to more than just the frat-house crowd.
"I am a businesswoman," she said during a March 23 appearance on the "Make Yourself at Home" podcast. "I had a really clear job to do when I took over Bud Light ... 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 went on to explain that "representation is at sort of the heart of evolution," and Bud Light had for too long been "a brand of fratty, kind of out-of-touch humor."
Since Heinerscheid made those comments, the brand has partnered with trans TikTok influencer Dylan Mulvaney, a move that has been widely criticized and in some cases even led to boycotts.
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