Bud Light marketing VP Alissa Heinerscheid ‘can’t comment’ on Dylan Mulvaney drama
The Bud Light marketing executive associated with the company’s disastrous Dylan Mulvaney partnership is “not supposed to talk” about the ordeal, according to a pal she was seen walking with in New York City.
Alissa Heinerscheid, 39, refused to speak when approached by the Daily Mail for comment on the controversial marketing deal with the transgender influencer — before her friend cut in to explain that she couldn’t discuss the topic.
“She’s not supposed to talk about it, she can’t,” the friend said before they moved on.
Heinerscheid took a leave of absence from Bud Light as the brand began hemorrhaging billions of dollars over the partnership, which saw Mulvaney touting a March Madness promotion while dolled up as Holly Golightly and then frolicking in a bubble bath in April.
It remains unclear whether Heinerscheid has since returned to work or remains on leave.
Just days before Mulvaney published her videos, Heinerscheid gave an interview in which she described her efforts to move Bud Light away from a “fratty” and “out-of-touch” image and attract new customers with a more “inclusive” approach.
Bud Light later blamed the partnership on a “third-party ad agency,” though Heinerscheid’s boss Daniel Blake was also placed on leave in the midst of the debacle.
It remains unclear exactly how involved the pair were in the Mulvaney partnership.
The Mulvaney videos sparked a nationwide boycott of Bud Light and other Anheuser-Busch brands, resulting in six straight weeks of plunging sales.
Last week, sales dropped 25.7%, according to data obtained by The Post, which followed a 24.6% decline the previous week.
Stores affected by the boycott have been left scrambling to sell stocks of Bud Light, including one which was trying to hock 24-packs for as low as $3.49, according to Fox Business.
Anheuser-Busch has scrambled to rebuild its brand since the boycott began.
A recent line of Budweiser cans was emblazoned with the Harley Davidson logo and were coupled with an advertisement featuring grey-haired men wiping sweat from their brows and grease from their bikes in a dimly lit garage.
“The greatest legacies are built with grit and resilience — one detail at a time,” a narrator speaks in the advertisement.
