The controversy concerning Bud Light beer has taken a turn for the hypocritical- as pictures of the female marketing director contradict statements she previously made.
Alissa Gordon Heinerscheid, the current marketing director for Bud Light who claimed that they wanted to discard the beer brand’s “frat” image, apparently left some photos up for grabs on social media that shows her engaging in frat-like activities.
A Facebook photo album on the exec’s profile, dubbed “Isis Senior Reverse Initiation Scavenger Hunt,” shows Heinerscheid partaking in juvenile activities while surrounded by booze.
The Isis Club “was established in the year 2000 on Harvard University’s campus by a group of 25 women, and was considered a way for Harvard female students to engage in more social activities.
Heinerscheid recently drew criticism after effectively snubbing the beer brand core demographic -blue collar folks aged 27 and up- for a more inclusive and diverse approach, including headlining transgender politics and personalities.
“I am a businesswoman,” she said on a podcast in recent months. “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.”
“Representation is at sort of the heart of evolution,” she continued. “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.”
The rollout move, which came shortly after a transgender activist shot up a Christian school in Nashville, Tennessee, has been highly criticized. In fact, the New York Post reported earlier today that Anheuser-Busch is down $5 billion dollars in value, with stocks dropping 1.5% on Wednesday.
The so-called “woke” moves appear to be part of the 2019 Anheuser-Busch diversity and inclusion pillar, part of their marketing strategy to fall in line with many other companies.
However, this is proven rather unpopular with the public at large, as many of these companies faced backlash and losses- giving rise to the phrase “Get woke, go broke.”
According to the Daily Caller, the final nail in the coffin appears to be the choice of featuring the likeness of TikTok transgender activist Dylan Mulvaney on cans of Bud Light.
The move prompted so much backlash that even certain celebrities were vowing to take the beer brand out of their lineup for exhibitions- and even singer Kid Rock decided to destroy a large quantity of the beer in front of a camera for entertainment purposes.
“This boycott seems to have more legs than most,” Justin Kendall, editor of beer industry trade publication Brewbound, told The New York Post. “It started out as a conversation on social media and has breached into mainstream media.”
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