'No one senior' knew about Bud Light and Dylan Mulvaney partnership

‘No one at a senior level’ was aware Bud Light was partnering with trans influencer Dylan Mulvaney and parent brewer is now ‘pausing all future tie ups’ in scramble to stem the flow after losing $6billion in market capitalization during 10-day backlash

  • Partnership with trans influencer Mulvaney has proved disastrous for Bud Light
  • Parent company Anheuser Busch has seen $6 billion shaved off its market cap
  • Sources claim the company’s senior executives were unaware of the campaign 

The ill-fated marketing campaign between beer giant Bud Light and trans influencer Dylan Mulvaney was launched without approval from senior executives of parent company Anheuser Busch (AB), it has been claimed.

The partnership unveiled on April 2 saw Mulvaney, a biological male who began transitioning in 2021, promote America’s bestselling beer to 11 million followers on social media in a series of partnered posts.  

Mulvaney’s posts showed the influencer sitting in a bathtub and swigging from custom cans sporting her face and pro-LGBTQ language.

But the posts, which were never shared by Bud Light or Anheuser Busch social media profiles, sparked widespread fury with several high-profile celebrities swearing off the swill in protest. 

The backlash has shaved $6billion off AB’s total share value in the past 10 days, and the company continues to remain silent save for a short statement confirming the partnership. 

A pair of sources at AB have since told The Daily Wire that ‘no one at a senior level was aware this was happening’, claiming the decision to include Mulvaney in the campaign was taken by a ‘lower level employee’ and was a ‘mistake’.

DailyMail.com has contacted AB for comment. 

Mulvaney’s Instagram beer promotion saw the influencer knocking back Bud Light in the tub 

Bud Light partners with transgender influencer Dylan Mulvaney 

Bud Light’s parent company has lost more than $6billion in market capitalization since announcing its partnership with Mulvaney

AB last week shared a short statement in response to the backlash saying it supported Bud Light’s decision to work with Mulvaney, who ballooned to internet stardom over the past year. 

‘Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics,’ the statement read.

‘From time to time, we produce unique commemorative cans for fans and for brand influencers, like Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.’

Their doubling down only served to enrage customers more – and likely played some part in Anheuser-Busch’s recent market woes.

The disastrous marketing campaign came just days after Bud Light’s vice president said she wanted to trade the brand’s ‘fratty’ reputation for ‘inclusivity’.

Alissa Heinerscheid spoke on a business podcast on March 30 to claim that the Anheuser-Busch beer had been ‘in decline for a really long time’ – despite it being America’s number one brew with a market share of more than 13 per cent.

The Harvard graduate declared it essential to attract more female and younger drinkers because otherwise ‘there will be no future for Bud Light.’

Although Heinerscheid says the Bud Light brand is on the wane, it remains the flagship beer of parent company Anheuser Busch.

The Belgian multinational, the world’s largest brewer, saw its profits rise above expectations to more than 7 per cent in the first quarter of 2023. 

It reported last month its core profit – earnings before interest, tax, depreciation and amortisation – was $4.95 billion. 

Trans activist Dylan Mulvaney is seen arriving at a studio in Hollywood on Tuesday

Alissa Heinerscheid told the Make Yourself at Home podcast on March 30 that she was convinced Bud Light must incorporate ‘inclusivity, it means shifting the tone, it means having a campaign that’s truly inclusive, and feels lighter and brighter and different, and appeals to women and to men.’

Heinerscheid previously worked in AB marketing before moving to take the helm as Bud Light’s vice president in July last year. 

Her LinkedIn profile proudly states that she is the ‘first female to lead the largest beer brand in the industry.’ 

She told the Make Yourself at Home podcast that she was convinced Bud Light must incorporate ‘inclusivity, it means shifting the tone, it means having a campaign that’s truly inclusive, and feels lighter and brighter and different, and appeals to women and to men.’

Heinerscheid claimed she had a ‘super clear’ mandate ‘to evolve and elevate this incredibly iconic brand.’

She criticized Bud Light’s former marketing strategy as dated and male-focused.

‘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 Wharton graduate argued.

Asked by the host about what she was bringing to the table at Bud Light, Heinerscheid said: ‘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”.’ 

Photos posted on Heinerscheid’s Facebook account have since circulated showing the Bud Light VP blowing up condoms and chugging bottles of lager at one of many Harvard social club parties.  

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