backlash from right-wing and conservative customers following the company's decision to give trans activist and influencer Dylan Mulvaney a sponsorship deal, Bud Light's Vice President Alissa Heinerscheid has taken a strong stance to defend the move.Heinerscheid, who in July 2022 became the first woman to lead Bud Light—"the largest beer brand in the industry," as her LinkedIn reads—in the company's 40-year history, said that her mandate at the company, from the very beginning, was to evolve the brand and make it more inclusive.She has been personally attacked for the brand's decision to be represented by Mulvaney, with some critics writing on Twitter that the influencer was the reason why they were boycotting the company.
Some called for her to be fired.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.
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."So I had this super clear mandate," she said. "It's like, we need to evolve and elevate this incredibly iconic brand.