Heinerscheid said on a podcast that she wanted to make Bud Light a more inclusive brand and ditch its "fratty" reputation. L-R: Bud Light Vice President Alissa Heinerscheid, Anna Smith, and Kate Randi attend Change For Kids 25th Anniversary: Super Heroes at Gotham Hall on November 14, 2019, in New York City. 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." You've got to see people who reflect you in the work. Heinerscheid argued that "representation is sort of the heart of evolution. It means having a campaign that's truly inclusive and feels lighter and brighter and different and appeals to women and to men."
And my.what I brought to that was a belief in, okay, what does evolve and elevate mean? It means inclusivity. "It's like, we need to evolve and elevate this incredibly iconic brand. "So I had this super clear mandate," she said. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. It has been in decline for a very long time. I had a really clear job to do when I took over Bud Light, it was.this brand is in decline. Talking during an interview for Make Yourself at Home, a show hosted by Kristin Twiford and presented by household management app Nines, on March 23, Heinerscheid said: "I am a businesswoman. Right-wing customers have been criticizing Bud Light Vice President Alissa Heinerscheid for the company's decision to offer a sponsorship deal to trans activist and influencer Dylan Mulvaney. A bartender pours a glass of Bud Light from the tap at City Tap House in Philadelphia, Pennsylvania, on February 12, 2023.
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