BUD’S GOTTEN WISER

Trans-ad exec replaced

The Bud Light senior marketing executive behind the controversial Dylan Mulvaney ad campaign has taken a leave of absence, according to a report.

Alissa Heinerscheid (inset below), vice president of marketing for the popular beer, will be replaced by Budweiser global marketing VP Todd Allen, AdAge reported on Friday.

Heinerscheid has led the brand since June 2022. It’s unclear if her replacement will be permanent.

The move comes as Bud Light and its parent company Anheuser-Busch have faced immense backlash for a partnership with Mulvaney, a transgender influencer who rose to fame chronicling her gender transition on social media.

At the conclusion of Mulvaney’s transition she dubbed “365 Days of Girlhood,” the beer-maker sent the activist custom-made cans featuring her face, which she revealed in an April 1 Instagram post with the hashtag #budlightpartner.

She later posted another video enjoying one of the beers.

A day before Mulvaney announced the partnership, Heinerscheid was interviewed on the podcast “Make Yourself At Home,” where she discussed her work in transforming the Bud Light brand from its “fratty” and “out of touch” humor to a beer company that embraces inclusivity.

“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, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light,’ ” Heinerscheid said.

She said she brought “belief” to the brand that to evolve and elevate means to 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.”

The corporation offered a half-hearted apology to its customers last week. “We never intended to be part of a discussion that divides people,” Anheuser-Busch InBev CEO Brendan Whitworth said in a rushed press re“We lease. are in the business of bringing people together over beer.”