Bud Light's VP of marketing explains her strategy
Alissa Heinerscheid, the vice president of marketing for the Bud Light brand, part of the Belgian InBev global brewing empire, is featured in a Twitter video (hat tip: Steven Hayward of Powerline) explaining her approach to convincing enough customers to drink her product. Although the hiring of Dylan Mulvaney as a spokesfigure (is that really a word?) is not mentioned, the move is implicitly part of the strategy she outlines, which is, in essence, to forget about the existing customers, who are "fratty and out of touch," and instead acquire new, younger customers, presumably the products of the indoctrination factories we call public schools and universities.
Ms. Heinerscheid is highly conversant in the shibboleths of marketers, but you don't need an MBA to detect the contempt that she has for her existing customers. I wonder how often she has engaged with them over beers at taverns. My guess is that she has spent more time reading reports about them than actually connecting with them and even finding empathy, not to mention the key to getting them to buy more Bud Light. This one-minute video is a landmark in the annals of marketing, where an executive essentially abandons her customers because they are old and not cool.
Alissa Heinerscheid, Bud Light’s VP of Marketing, doubles down on her extreme woke strategy to promote the “declining” American beer brand to “young people”, while smearing her former customers as “fratty and out of touch”.
— Old Row (@OldRowOfficial) April 9, 2023
How’s that working out for you, lady? @budlight pic.twitter.com/zNYKbMnZnu
Photo credit: Twitter video screen grab.
Ad Free / Commenting Login
FOLLOW US ON
Recent Articles
- The Oscars, the Pope and the Woke, Oh My!
- What Trump can Learn from McKinley's Tariffs
- Land of the Artful Dodgers
- Alec Baldwin gets a Taste of his own Toxic ‘Comedy'
- Canada is a Liability
- DOGE Is in the Constitution
- Georgetown’s Cura Palestina: Caring for the Whole Palestine
- The Education Exodus
- There’s Big Money in Withholding Pain Relief
- Trump’s Tariffs -- A View from Canada
Blog Posts
- Cardinal McElroy puts on a flawed protest suggesting a 'right' to immigrate illegally
- Trump and Musk: There’s a method to their madness
- Axios: Wrong (again) on Trump tax cuts
- The radical left is boycotting companies abandoning leftist insanity
- Is DOGE negativity being overhyped by the Dems?
- Pam Bondi… ‘overpromises’ … and we still don’t have the Epstein files
- That GOP majority? It’s REDACTED
- A majority of Democrats believe there are more than two sexes -poll
- ICE arrests in Texas
- Federal judge who thinks he's president blocked
- Women's college volleyball: trans strike back
- Military merit: Hegseth doubles down
- Washington Post staff reject liberty and free markets
- Hey Jake don’t make it bad
- Our crashing, rusty Navy