Bud Light Exec Explains Dylan Mulvaney Post Was to Update Beer's 'Fratty' Branding

How did Dylan Mulvaney become a spokesperson for Bud Light?

It turns out it was part of a larger plan, according to a vice president with the brand who said she wanted to update its "fratty" branding with "inclusivity" days before Dylan Mulvaney's partnership was unveiled.

The Daily Mail writes that Alissa Heinerscheid spoke on a business podcast on March 30 and said 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 percent.

"The Harvard and Wharton School of Business graduate stated that it was essential that the brand attract more female and younger drinkers because otherwise 'there will be no future for Bud Light.' "

The 39-year old Heinerscheid spoke just days before Mulvaney posted on Instagram and incurred the wrath of conservative commentators calling for a boycott. Since then, Bud Light hasn't posted on social media.

The decision to work with Mulvaney appeared to anger some loyal customers including country singer Travis Tritt, who made the decision to remove all of the products from his tour bus and Kid Rock, who angrily shot at several cases of Bud Light.

According to the Daily Mail, she told the "Make Yourself at Home" podcast that she was convinced Bud Light must change with the times.

"I am a business woman who 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 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 Budweiser so I had this super-clear mandate."

She continued: "It's like we need to evolve and elevate this incredibly iconic brand... [W]hat does evolve and elevate mean? 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. And representation is it sort of the heart of evolution. You got to see people who reflect you in the work and we have this hangover. I mean, Bud Light has been kind of a brand of Friday, kind of out of touch humor, and it was really important that we had another approach."

The Daily Mail adds, "Although Heinerscheid says the Bud Light brand is on the wane, it remains the flagship beer of parent company Anheuser-Busch InBev." The Belgian multinational, the world's largest brewer, saw its profits rise above expectations to more than 7 percent in the last quarter of 2023. "It reported last month its core profit – earnings before interest, tax, depreciation and amortization – was $4.95 billion," the Mail noted.

"Heinerscheid previously worked as a marketing guru at AB InBev before moving to take the helm as Bud Light's vice president in July last year," the article went on to add. "Her LinkedIn profile proudly states that she is the 'first female to lead the largest beer brand in the industry.' "

After Mulvaney's post, a spokesperson for the firm which makes Bud Light said: "Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics. From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney."

Of a personalized beer can printed with Mulvaney's face, the spokesperson said: "This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public."