Alissa Heinerscheid is a trailblazing businesswoman, mother, and cancer survivor. She is the vice president of marketing at Bud Light, the world’s largest beer brand, and the first woman to lead it in its 40+ year history. She is responsible for evolving and elevating a brand that has been in decline, and bringing a fresh perspective to its creative work.
However, Heinerscheid has also been the target of a focused right-wing smear campaign, after she decided to send some beer to Dylan Mulvaney, an openly trans influencer on TikTok, in April 2023. The gesture sparked outrage from conservatives and beer drinkers, who accused Bud Light of being “woke” and supporting the LGBTQ+ community. Since then, Bud Light has faced a boycott that has caused its sales to plummet by as much as 25%, leading to turmoil inside the company.
So, where is Alissa Heinerscheid now? Is she still working for Bud Light, or has she been fired? What is her background and family life? Here are some facts you need to know about the Bud Light VP who stirred up a controversy.
Alissa Heinerscheid’s Education and Career
Heinerscheid graduated from Harvard University with a BA in English Language and Literature in 2008. She then worked for Tapestry Networks, a consultancy firm that helps business leaders collaborate on complex issues, for five years. She met her husband, Henry Charles Heinerscheid, at Tapestry Networks, and they got married in 2011.
In 2013, Heinerscheid enrolled in the Wharton Business School, where she earned her MBA in Marketing in 2015. She then joined General Mills as a senior marketing manager, representing brands such as Cheerios and Nature Valley. In 2017, she moved to Johnson & Johnson as a marketing director, overseeing products such as Listerine and Neutrogena.
In 2020, Heinerscheid joined Anheuser-Busch InBev (AB InBev), the parent company of Bud Light, as a senior director of innovation. She was responsible for launching new products and brands in the US market, such as Michelob Ultra Organic Seltzer and Bud Light Seltzer Lemonade.
In July 2022, Heinerscheid was appointed as the vice president of marketing at Bud Light, becoming the first woman to lead the brand in its history. She was tasked with revamping the brand’s image, which had been losing market share and relevance among younger consumers. She led several campaigns that aimed to make Bud Light more inclusive, diverse, and appealing to women as well as men.
Alissa Heinerscheid’s Controversial Decision
One of Heinerscheid’s initiatives was to partner with Dylan Mulvaney, a trans activist and influencer on TikTok who has over 1.5 million followers. Mulvaney is known for posting videos about his transition journey, his personal life, and his opinions on social issues.
On April 1st, 2023, Mulvaney posted a video on TikTok showing a package of Bud Light that he received from Heinerscheid. The package included a handwritten note from Heinerscheid that read: “Dylan – You’re an inspiration to so many people – including us at Bud Light! We’re so proud of your courage + authenticity + wanted to send you some Bud Lights as a token of our support. Keep shining bright! Cheers! Alissa + The Bud Light Team.”
The video went viral on TikTok, garnering over 2 million views and thousands of comments. However, not everyone was happy with the gesture. Many conservatives and beer drinkers criticized Bud Light for supporting Mulvaney and the LGBTQ+ community, accusing the brand of being “woke” and “pandering”. Some even called for a boycott of Bud Light and other AB InBev products.
The backlash was so severe that it affected Bud Light’s sales and reputation. According to Newsweek1, Bud Light’s sales declined by as much as 25% in some regions following the controversy. The boycott also hurt AB InBev’s stock price, which dropped by 10% in April 2023.
Alissa Heinerscheid’s Current Status
The controversy also put Heinerscheid’s job at risk. According to The Daily Caller, an anonymous source from AB InBev claimed that Heinerscheid and her boss Daniel Blake were fired by the company in June 2023. The source said that the decision was made after wholesalers complained about the impact of the boycott on their business.
However, AB InBev denied these reports and said that Heinerscheid and Blake were still employed by the company. A spokesperson for AB InBev told The Daily Mail3 that “Alissa Heinerscheid and Daniel Blake are valued members of our team and continue to work at Anheuser-Busch.”
Heinerscheid declined to comment on the matter when approached by a reporter from The Daily Mail in June 2023. She also deleted her LinkedIn profile and made her Instagram account private, presumably to avoid further scrutiny and harassment.
It is unclear whether Heinerscheid is still working for Bud Light or has been reassigned to another role within AB InBev. It is also unknown how the controversy has affected her personal and family life. Heinerscheid is a mother of three young children, who live with her in both California and New York City. She is also a cancer survivor, having battled Hodgkin’s lymphoma in 2018.
Alissa Heinerscheid’s Future Plans
Despite the controversy, Heinerscheid has not given up on her vision for Bud Light. In an interview with the “Make Yourself At Home” podcast in March 2023, before the backlash erupted, Heinerscheid said that she was proud of the work she and her team had done to revitalize the brand. She said that Bud Light was a brand that stood for “fun, friendship, and inclusivity”, and that she wanted to make it more relevant and engaging for consumers.
She also said that she was passionate about innovation and creating new products and experiences for Bud Light drinkers. She mentioned that she was working on a project called “Bud Light Outpost”, which would be a series of pop-up events across the country that would offer live music, food, games, and of course, Bud Light.
Heinerscheid also expressed her gratitude for the opportunity to lead Bud Light and work with talented people. She said that she loved her job and that she felt lucky to be in a position where she could make a positive impact on the world.
“I think it’s a privilege to be able to work on something that you love, that you’re passionate about, that you believe in, and that you think can make a difference,” she said. “And I think that’s what I’m doing with Bud Light.”
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