Alissa Gordon Heinerscheid Trans Collaboration Backlash

Publish date: 2024-05-02

Bud Light’s Vice President of Marketing, Alissa Gordon Heinerscheid, has been making headlines after revealing the brand’s new focus on inclusivity rather than catering to “frat guys.” 

In a recent interview on the Make Yourself At Home podcast, Gordon addressed the backlash the company had received after collaborating with trans influencer Dylan Mulvaney

Critics argued that Bud Light was unaware of its key demographic, and the brand was attempting to go “woke.”

In response, Gordon stated that the brand no longer wishes to represent “fratty and out of touch humour” but rather to focus on inclusivity.

Gordon, who proudly refers to herself as “the first female to lead the largest beer brand in the industry,” is a graduate of The Wharton School and holds a Master of Business Administration degree from the prestigious university. 

She also holds a bachelor’s degree from Harvard University, where she studied English Language and Literature/Letters. 

Before becoming Vice President at Anheuser-Busch, Gordon began her marketing career at Tapestry Networks before moving on to become the Associate Brand Manager of Listerine. 

She then joined Anheuser-Busch in May 2015, where she held various positions before becoming the VP of Bud Light.

The recent controversy surrounding Bud Light began after the brand collaborated with trans influencer Dylan Mulvaney, which upset regular consumers of the beer. 

Critics argued that the brand was attempting to go “woke” and was unaware of its key demographic. 

However, in the recent Make Yourself At Home podcast, Gordon addressed the backlash and stated that the brand’s new focus is inclusivity.

Alissa Gordon Heinerscheid emphasized the need for Bud Light to evolve and elevate by promoting inclusivity and developing campaigns that are brighter and more appealing to both genders. 

She further highlighted that representation is at the heart of evolution and that the brand needed to move away from the fratty and out-of-touch humor associated with it in the past.

However, despite Gordon’s vision for the brand, many online users were quick to attack her. Critics argued that Bud Light was attempting to appeal to a demographic that did not drink beer and that the brand’s new focus on inclusivity was “virtue signaling.”

Dylan Mulvaney, the trans influencer who collaborated with Bud Light, had not yet responded to the backlash at the time of writing.

However, Mulvaney has since become a brand ambassador for Nike, sparking a new discussion.

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