PR expert blasts Anheuser-Busch for bewildering response to Mulvaney endorsement backlash

By ramontomeydw // 2023-04-21

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A public relations (PR) expert criticized Anheuser-Busch, the company that brews Bud Light, for its inconsistent response to the backlash against Dylan Mulvaney's endorsement of the product. Gareth Boyd, a marketing and PR expert with Forte Analytica, described the situation of Anheuser-Busch as being caught between a rock and a hard place. "They never expected the reaction that they got. Right now, if they respond and they don't get it right, they're only going to further hurt themselves," Boyd told the Daily Mail. "I think they're probably trying to avoid talking about it, hoping and praying that it will go away. But it's probably the worst thing you could possibly do. They have a really big problem – and the longer they go on not actually releasing something concrete, it's only going to get worse." The expert also questioned whether Anheuser-Busch, which is owned by Belgium-based AB InBev, carried out proper contingency planning before launching its partnership with the transgender influencer. He lamented that the company did not have a response plan in place. "You would have thought they would have had something saying 'OK, in a worst-case scenario of backlash, what do we fall back to?'" The fiasco arose from Bud Light releasing special cans of its beer that featured Mulvaney's face on them. The release commemorated the transgender's "365 days of being a woman." This triggered a wave of outrage, including several personalities withdrawing support for the beer brand. (Related: Budweiser commits corporate SUICIDE by trying to shove TRANS perversion down the throats of beer drinkers.) According to Big League Politics, Anheuser-Busch has released various contradicting statements since the outrage began. It initially defended its decision to partner with Mulvaney, saying that the special cans were released "to celebrate a personal milestone." The St. Louis-based Anheuser-Busch later backtracked on its earlier remarks. It pointed its fingers at "some low-level marketing staffer," and subsequently called the campaign with Mulvaney a "mistake" that no senior-level manager was aware of prior.

Bud Light VP wanted "inclusive" branding

Big League Politics pointed out that Alissa Heinerscheid, Bud Light's vice president, is at the center of the controversy surrounding the beer brand. Her intent to use more "inclusive" branding for the product backfired spectacularly. The outrage occurred less than a year after she joined the company in July 2022. She explained her work with Bud Light during a March 30 appearance on the "Make Yourself At Home" podcast. According to Heinerscheid, she had a "super clear" mandate "to evolve and elevate this incredibly iconic brand." To fulfill this mandate, the Bud Light VP brought her belief of "inclusivity" – leading to the partnership with Mulvaney. Heinerscheid expounded: "Inclusivity … means shifting the tone. It means having a campaign that's truly inclusive; feels lighter and brighter and different; and appeals to women and men." The beer executive lamented, however, that Bud Light's branding had been "fratty" for the longest time now. She said during the podcast: "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." "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. If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.'" Sadly, Heinerscheid's attempts to make Bud Light's branding more inclusive did not work in the way she expected it. Anheuser-Busch's parent AB InBev lost more than $6 billion in market value. Several musicians such as John Rich, Travis Tritt and Kid Rock publicly denounced the brand – with the latter even shooting up cans of Bud Light to get his point across. Wokies.news has more stories about the backlash toward Bud Light's partnership with Dylan Mulvaney. Watch Owen Shroyer of InfoWars explain why Bud Light's partnership with Dylan Mulvaney will mark the end of the beer brand. This video is from the InfoWars channel on Brighteon.com.

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Bud Light VP wanted "inclusive" branding

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