Bud Light marketing VP explains what inspired her to update ‘fratty, out of touch’ brand with inclus

[Lando Lincoln]

They changed the process by substituting corn syrup for barley, cutting the brew time in half.  They also added silica gel as a clarifier.  But with that change, their product no longer qualified under the legal definition of 'beer'.

How Milwaukee's Famous Beer Became Infamous

Interesting. Thanks for that. My memory wasn’t bad! 

[Kamaji]

They changed the process by substituting corn syrup for barley, cutting the brew time in half.  They also added silica gel as a clarifier.  But with that change, their product no longer qualified under the legal definition of 'beer'.

How Milwaukee's Famous Beer Became Infamous

Interesting article, but I didn't see where the changes caused Schlitz to no longer be "beer".

[Free Vulcan]

Technically, Schlitz isn't beer.  Old Style is a Chicago beer on par with Baltimore's Natty Bo.

I remember drinking the hell out of these back in HS:

Oh buddy, I loved Mickeys back in college. Do they still even make it anymore?

Add: They do, and I can still find it local.

[DefiantMassRINO]

@sneakypete

For the last 30 years, big businesses have sold themselves to foreign corporations, sovereign wealth funds, or re-domiciled overseas to pay lower taxes. ... Swift meats pork packaging business is now owned by the Chi-coms (via a Hong Kong front corporation).  It's the great American Sell-Out.

@DefiantMassRINO

I  had no idea either of them was foreign-owned.

How did this happen. Both virtually had a license to print money for decades,and now they are owned by foreigners?

[Idiot]

Big mistake. HUGE.

That Bud Light car at NASCAR  is more symbolic of their (former) clientele... And homo crap don't play with folks that would be fans of NASCAR.

Tractor Supply is into this tranny crap up to its lips too. Can you believe it? TRACTOR-FRIGGIN-SUPPLY.

I will never cross their threshold. 

Seriously?  I've never read about that.

[DefiantMassRINO]

My father drank Schlitz until the late 1970s.

My last memory of the old, independent  Schlitz, was their sponsorship of The Who's 1982 (Farewell) Tour.  By then, the flaking beer was driving consumers away.  Never heard of nor seen Schlitz since then.  This was a case study of how to destroy a corporate brand.

What Harvard MBA's and bean counters don't understand is that beer is an experiential product.  Sometimes you have sacrifice maximized profit margin to keep market share and brand prominence.  It's the experience of drinking a beer that differentiates it from its competitors.  That's why micro-brews took some market share in the 1990s and 2000s.

[roamer_1]

Seriously?  I've never read about that.

Yeah... It was Waco. They supported a drag queen event. Ted Nugent sounded off about it. And that started a kerfluffel in the Youtube homesteading community... with some saying it wasn't true. But it was true.

True, though TS never got spanked for it... And nat'l news never picked it up. But it happened, sure enough.

[mystery-ak]

Bud Light's Marketing VP Could Face Some Backlash Over These Photos

Matt Vespa
 |  April 12, 2023 6:30 AM

Bud Light doesn’t need a blowtorch to the face right now. They’ve already done that by partnering with a biological male masquerading as a female in their new marketing ploy that’s torched billions in market value. It still boggles the mind that someone at Anheuser-Busch thought this was a good idea: to insult and spit in the faces of its loyal customer base and try to boost profits and market share…by pandering to less than one percent of the population. Transgenders aren’t going to take Bud Light to the next level.

https://twitter.com/henryrodgersdc/status/1645985314962391041

https://twitter.com/henryrodgersdc/status/1645950867890225156

more
https://townhall.com/tipsheet/mattvespa/2023/04/12/why-bud-lights-marketing-vp-calling-the-brand-fratty-and-out-of-touch-looks-pretty-stupid-right-now-n2621846

[catfish1957]

My father drank Schlitz until the late 1970s.

My last memory of the old, independent  Schlitz, was their sponsorship of The Who's 1982 (Farewell) Tour.  By then, the flaking beer was driving consumers away.  Never heard of nor seen Schlitz since then.  This was a case study of how to destroy a corporate brand.

What Harvard MBA's and bean counters don't understand is that beer is an experiential product.  Sometimes you have sacrifice maximized profit margin to keep market share and brand prominence.  It's the experience of drinking a beer that differentiates it from its competitors.  That's why micro-brews took some market share in the 1990s and 2000s.

Getting a sponsorship to "The Who" is pretty damned bad ass.  In fact I saw them in that tour in Houston that year.  Did it make me want to ever buy this horse piss?  Nope.  But it was a concert going experience like none other.  And as far as a corporate move, I thought it was pretty shrewd.

[Kamaji]

Big mistake. HUGE.

That Bud Light car at NASCAR  is more symbolic of their (former) clientele... And homo crap don't play with folks that would be fans of NASCAR.

Tractor Supply is into this tranny crap up to its lips too. Can you believe it? TRACTOR-FRIGGIN-SUPPLY.

I will never cross their threshold. 

According to the Tractor Supply website, the webpage on diversity, inclusion and equity ("DIE"), they support the alphabet mafia.

The webpage:  https://tractorsupply.jobs/de_and_i

A graphic from that webpage:

[Kamaji]

[roamer_1]

According to the Tractor Supply website, the webpage on diversity, inclusion and equity ("DIE"), they support the alphabet mafia.

The webpage:  https://tractorsupply.jobs/de_and_i

A graphic from that webpage:

YEP. Best advertisement for RURAL KING there could ever be.

[catfish1957]

YEP. Best advertisement for RURAL KING there could ever be.

I bet Tractor Supply is really a hit with all those LBTQ+ farmers.   

[roamer_1]

I bet Tractor Supply is really a hit with all those LBTQ+ farmers.   

The thing is... Trannies dancing for Texas kids in Waco didn't set anybody off...

But f*** with our beer...

 

[Lando Lincoln]

YEP. Best advertisement for RURAL KING there could ever be.

My gosh do I miss Rural King.

[roamer_1]

My gosh do I miss Rural King.

Never been to one.
Heck, I think the closest TS is in Missoula.

Our ranch stores are Murdoch's and of course, Cenex. Used to have Equity Supply too, but Cenex bought em out.

[roamer_1]

Never seen a Bass Pro shop either. 

[Bigun]

Absolute worst thing ever put in a bottle!

[Bigun]

According to their website, the nearest Rural King to me is in Albertville, AL.  I live in Texas so that's out.

[Wingnut]

My gosh do I miss Rural King.

I miss Blain's Farm and Fleet. Or his Brothers store, Fleet and Farm!

[Idiot]

According to the Tractor Supply website, the webpage on diversity, inclusion and equity ("DIE"), they support the alphabet mafia.

The webpage:  https://tractorsupply.jobs/de_and_i

A graphic from that webpage:

Crap...and I kind of liked Tractor Supply.  Oh well I'll just go to our local supply store then.

[Idiot]

Never seen a Bass Pro shop either. 

Going to Bass Pro is like dying and going to heaven for a fisherman or hunter.  I could spend days in there.  They merged with Cabela's or one bought the other....I forget.

[roamer_1]

Going to Bass Pro is like dying and going to heaven for a fisherman or hunter.  I could spend days in there.  They merged with Cabela's or one bought the other....I forget.

We do have a Cabelas here, but I hardly ever set foot in it... Crazy high prices, and kinda snooty.

We have a REI too, and that is more my style.

[Lando Lincoln]

Rural King is a big defender of the 2A. Each store has the “Gun Barn” for ammo and firearms. I used to go to the stores in Plano and Peru, Illinois. Loved it.

[berdie]

Going to Bass Pro is like dying and going to heaven for a fisherman or hunter.  I could spend days in there.  They merged with Cabela's or one bought the other....I forget.

The "original" in Springfield, Mo. is truly a sight to see.

I didn't realize there was a Cabela's merger.

[Idiot]

The "original" in Springfield, Mo. is truly a sight to see.

I didn't realize there was a Cabela's merger.

SPRINGFIELD, Mo. — Bass Pro Shops announced Monday it has agreed to terms to purchase its primary outdoor competitor, Cabela’s, in a deal worth $5.5 billion.

2016

[mountaineer]

Bud Light marketing VP, Alissa Heinerscheid, has been canned
Posted at 5:33 am on April 22, 2023 by FuzzyChimp

In its first real move to try to crawl out of the crater Bud Light created by self-nuking with the Dylan Mulvaney disaster, the beer company has announced a leave of absence by its VP of marketing, Alissa Heinerscheid. In other words, they canned her … at least we think so.

Our assumption: Being fired is just choosing to identify as a leave of absence at the moment.

    Breaking: Bud Light's marketing VP Alissa Heinerscheid is taking a leave of absence https://t.co/p4Jw8kPpJw
    — Ad Age (@adage) April 22, 2023  ...

Twitchy
 

[LMAO]

Beer drinkers tend to be male

What idiot truly believed that marketing a tranny on a product consumed by males was a great idea?

[LMAO]

If it was 15 years ago and RuPaul was on a commercial for Bud Light, the reaction would be less than it is for Dylan Mulvany. Why? Because 15 years ago, we didn’t have drag shows for kids and an aggressive move by the education and medical communities along with one of the major political parties to transition children

[DCPatriot]

Beer drinkers tend to be male

What idiot truly believed that marketing a tranny on a product consumed by males was a great idea?

@LMAO

Totally agree!

This is what happens with "The Left"...they will keep pushing and pushing for more...like the redhead in the Morgan & Morgan lawyer group commercial.

"MORE...MORE!! MORE!!!

It was a test to see how far the college-age drinker was, in accepting LGBT in their life.

S.T.U.P.I.D.   

[Bigun]

Bud Light marketing VP, Alissa Heinerscheid, has been canned
Posted at 5:33 am on April 22, 2023 by FuzzyChimp

In its first real move to try to crawl out of the crater Bud Light created by self-nuking with the Dylan Mulvaney disaster, the beer company has announced a leave of absence by its VP of marketing, Alissa Heinerscheid. In other words, they canned her … at least we think so.

Our assumption: Being fired is just choosing to identify as a leave of absence at the moment.

    Breaking: Bud Light's marketing VP Alissa Heinerscheid is taking a leave of absence https://t.co/p4Jw8kPpJw
    — Ad Age (@adage) April 22, 2023  ...

As predicted by @roamer_1

[mystery-ak]

Vice President of Marketing Out at Bud Light Amid Transgender Controversy

Bud Light Vice President of marketing Alissa Heinerscheid has taken a leave of absence amid the company’s transgender controversy after it used Dylan Mulvaney, a biological male who claims to be a transgendered woman, to promote its products.



more
https://www.breitbart.com/politics/2023/04/21/vice-president-of-marketing-out-at-bud-light-amid-transgender-controversy/

[Bigun]

As predicted by our own @roamer_1

[sneakypete]

If it was 15 years ago and RuPaul was on a commercial for Bud Light, the reaction would be less than it is for Dylan Mulvany. Why? Because 15 years ago, we didn’t have drag shows for kids and an aggressive move by the education and medical communities along with one of the major political parties to transition children

@LMAO

Excellent points.

[sneakypete]

You almost have to wonder if Dylan Mulvaney is/was her "main squeeze". 

[Hoodat]

If it was 15 years ago and RuPaul was on a commercial for Bud Light, the reaction would be less than it is for Dylan Mulvany. Why? Because 15 years ago, we didn’t have drag shows for kids and an aggressive move by the education and medical communities along with one of the major political parties to transition children

This brings up another point.  RuPaul works his ass off to play the role.  He embraces femininity, beauty, and grace.  He comes off as a woman.  Mulvany on the other hand does not at all embrace femininity.  Instead, he mocks it.  He pushes a stereotype that is offensive to women.

[mystery-ak]

Bud Light confirms ‘leave of absence’ for marketing VP behind Dylan Mulvaney controversy
April 22, 2023 | Vivek Saxena

Anheuser-Busch, the parent company of Bud Light, has reportedly switched up Bud Light’s marketing team in the wake of the Dylan Mulvaney controversy.

“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,” AdAge magazine reported.

https://twitter.com/BeerBizDaily/status/1649548866209849346

While no reason was offered for the abrupt switch, AdAge noted that, according to a statement from an Anheuser-Busch distributor out of Kansas, Heinerscheid’s decision to involve the company with Mulvaney “circumvented the proper approval channels.”

Heinerscheid’s ouster follows a recent interview she did with the “Make Yourself At Home” podcast in which she touted her efforts at making Bud Light’s marketing more “inclusive” and, ultimately, leftist.

“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was this brand is in decline, it’s been in a decline for a really 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 said on the podcast.

more
https://www.bizpacreview.com/2023/04/22/bud-light-confirms-leave-of-absence-for-marketing-vp-behind-dylan-mulvaney-controversy-1352346/

[Hoodat]

While no reason was offered for the abrupt switch

i.e AB isn't publicly acknowledging the Mulvaney ad as a mistake.

according to a statement from an Anheuser-Busch distributor out of Kansas, Heinerscheid’s decision to involve the company with Mulvaney “circumvented the proper approval channels.”

BS.  There is no way this gets done without upper management approval.

[Lando Lincoln]

Beer drinkers tend to be male

What idiot truly believed that marketing a tranny on a product consumed by males was a great idea?

Exactly. Especially the 12-pack, NASCAR, Carhartt, Wrangler male. Sheesh, what a dolt.

[Wingnut]

Exactly. Especially the 12-pack, NASCAR, Carhartt, Wrangler male. Sheesh, what a dolt.

.  Pretty sure she'll land a new gig at some wokeass company.  But her days at AB are over.

[Cyber Liberty]

.  Pretty sure she'll land a new gig at some wokeass company.  But her days at AB are over.

She's "on leave" from her gig at AB. I think she will keep a job there, doing something else.

[Wingnut]

She's "on leave" from her gig at AB. I think she will keep a job there, doing something else.

. BKMK.  To see which one of us called it!!!

[mountaineer]

She's "on leave" from her gig at AB. I think she will keep a job there, doing something else.

There may be an opening on the loading dock.

[roamer_1]

As predicted by @roamer_1

Not enough, I bet, @Bigun ... One head has rolled... The main one, sure... Would have been enough right off the bat... but I dunno if that will be enough anymore.

I think more board level heads rolling is in order... And maybe the CEO
UTTER PANIC...
Then the SINCERE Apology
With lots and lots of groveling.

The longer they wait, the worse it will be.

[roamer_1]

i.e AB isn't publicly acknowledging the Mulvaney ad as a mistake.

Yes they did - in parallel with trying to rub it off on lower level management.
But they have not apologized SINCERELY.

BS.  There is no way this gets done without upper management approval.

That's right.

[Kamaji]

There may be an opening on the loading dock.

That's not where she'll end up.  Her next gig will be much more remunerative than the A-B gig was.

[catfish1957]

There may be an opening on the loading dock.

I want no part of what she, he , or it  loads.......

[roamer_1]

There may be an opening on the loading dock.

Not right now there's not... 10% down in sales in the first week of the boycott which is really just four days. Wanna bet which way it went the second week?

They can't give the stuff away...

Meanwhile, at Molson/Coors/Miller...  Molson/Coors up 7%, and Miller Lite sales up something like 17%

[roamer_1]

That's not where she'll end up.  Her next gig will be much more remunerative than the A-B gig was.

Betcha not. I think she's done in corporate. Radioactive.

You don't decimate the biggest beer brand in America and get rewarded. Even by the woke.  The point is to lead the people by the nose... Not make them bolt. This is the worst damage ever to the woke theology.

[Kamaji]

Betcha not. I think she's done in corporate. Radioactive.

You don't decimate the biggest beer brand in America and get rewarded. Even by the woke.  The point is to lead the people by the nose... Not make them bolt. This is the worst damage ever to the woke theology.

Betcha she does.