They say that absence makes the heart grow fonder and if that is true, then Anheuser-Busch plans on becoming extremely fond of Alissa Heinerscheid and Daniel Blake. Blake is the second executive to go on a leave of absence. Rumors inside Anheuser-Busch say that the leaves were not voluntary. Really? Just because they lowered the market cap by $6 billion dollars. Predictions for the company is bleak. Layoffs may come in the near future. They may have to lay off three Senators and a dozen House members.
Blake is the executive who oversees marking for Anheuser-Busch’s mainstream brands and who serves as Heinerscheid’s boss.
Anheuser-Busch spokeswoman told WSJ:
“Given the circumstances, Alissa has decided to take a leave of absence which we support. Daniel has also decided to take a leave of absence.”
The company has not said who will replace Blake. They also refused to say how long the two will be on leave or whether or not they will be back ever. The company has said that they plan to reorganize. which I assume means that future advertising will have to be approved before launching. Allegedly the ads with the man pretending to be a woman were not presented to the higher-ups at the company. This should serve as a warning to other companies not to rile their customer base with woke advertising.
The statement said:
We have made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands’ activities. These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.
Just before Mulvaney announced the Bud Light partnership, Heinerscheid appeared in an interview where she said her goal was to transform Bud Light’s “fratty” image into something more “inclusive.”
The disclosure is perhaps a nod to Heinerscheid’s apparently out-of-touch views of what Bud Light’s brand is and what it should be about.
Just before Mulvaney announced the Bud Light partnership, Heinerscheid appeared in an interview where she said her goal was to transform Bud Light’s “fratty” image into something more “inclusive.”
“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,'” she said.
Heinerscheid explained she believed her job meant incorporating “inclusivity” and “shifting the tone” of the brand from its “fratty, kind of out-of-touch humor” to something that is “truly inclusive, and feels lighter and brighter and different, and appeals to women and to men.”
One Response
Her job was to maintain to increase sales of Bush Lite beer. She failed miserably and cost the company billions of dollars in sales plus negativity. She should just be flat out fired for her incompetence and reminded the Tail does not wag the Dog.