Bud Light is facing heavy criticism after it revealed its sponsorship of transgender influencer Dylan Mulvaney, a biological man who recently celebrated 365 days of “girlhood.”
Kid Rock shot up a bunch of Bud Light cans in a video, country music star Travis Tritt said he was pulling the beermaker from any sponsorships of his concert materials, and Anheuser-Busch, the maker of the beer, recently watched its market value plunge by $5 billion once Mulvaney’s deal became public.
But now, Bud Light executives claim they have no idea who put Mulvaney on the payroll or how the celebration of trans ideology came about — even though the vice president of marketing recently said she wanted to get away from the brand’s bro culture in an effort to be more “inclusive.”
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According to The Daily Wire on Wednesday, “‘No one at the senior level’ of the company was aware of Bud Light’s polarizing partnership with Dylan Mulvaney, sources close to the situation claim. The company is also allegedly pausing its marketing efforts and scrambling to implement a more ‘robust’ process for evaluating future influencer partnerships.”
The denials occurred even as Bud Light stated last week that it sought to “authentically connect with audiences across various demographics.”
According to recent media reports, Bud Light Vice President Alissa Heinerscheid said she wanted Bud Light to “evolve and elevate” and seek “inclusivity” because she believed it was “in decline.”
“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,’” Heinerscheid said in that interview.
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Her directive meant launching a campaign “that’s truly inclusive, and feels lighter and brighter and different, and appeals to women and to men,” she added. “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.”
That new approach led the company to Dylan Mulvaney, who has been panned by conservatives for his flamboyant caricature of women.
Heinerscheid’s push even countered Bud Light’s workforce, which according to Daily Wire gave “significantly more money to Republican and conservative organizations than they did to Democratic or leftist organizations.”
But now, no one at Bud Light knows how this happened.
“Influential conservative activist Rogan O’Handley, known as DC Draino on Twitter, said last week that sources inside the company told him that C-level executives were angered over the marketing engagement with Mulvaney,” the Daily Wire noted. “Former Newsmax host John Cardillo wrote on Twitter that it appeared that those same executives did not approve the Mulvaney campaign.”
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The Daily Wire reported that it spoke to two sources who were close to the situation and who claimed that the decision to hire Mulvaney as the star of an advertising campaign targeting younger beer drinkers “was not approved by anyone in the ‘senior level’ of the company.”
“No one at a senior level was aware this was happening,” one source, granted anonymity to discuss sensitive internal discussions, told Daily Wire.
“Some low-level marketing staffer who helps manage the hundreds of influencer engagements they do must have thought it was no big deal. Obviously it was, and it’s a shame because they have a well-earned reputation for just being America’s beer — not a political company. It was a mistake.”
The second source reportedly told Daily Wire that Bud Light would implement a more “robust” process for evaluating future endorsers.
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The Daily Wire also noted that the claim a “lower level” employee was responsible for the Mulvaney campaign “comes after two female vice presidents at the company had previously championed inclusivity at the company.”
One was Heinerscheid, while the other was vice president of communications Jennifer Morris, who in 2021 said it was critical for Bud Light to “leverage our scale and resources to further conversations around DE&I [Diversity, Equity and Inclusion] and help consumers understand the difference they can make as individuals.”
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