Bud Light’s marketing manager, the woman behind it, stated that she wanted to improve Bud Light’s image and revive its “fratty” humor. She also wanted to push for inclusion days before Bud Light’s partnership was made with Dylan Mulvaney, a transgender influencer.

“I’m a businesswoman. “I had a very clear job to do when i took over Bud Light,” Alissa Heinerscheid, Bud Light Vice President Marketing, said in a March episode of Make Yourself at home.

It was that brand in decline. It has been in decline for a very long time. If we don’t attract young drinkers, Bud Light will have no future.”

Heinerscheid was the first woman to assume the leadership of Bud Light’s brand over its 40-year history. She said that she had a “super specific mandate” to “evolve the brand and elevate it.”

In the wake of Bud Light and its parent company’s partnership deal with Mulvaney, the executive’s comments went viral.

The April 1st appearance of the famous transgender face on Bud Light was a big deal on social media.

Mulvaney dressed up as Audrey Hepburn in Breakfast at Tiffany’s. She wore a black dress, black gloves and an updo with a necklace.

Mulvaney stated, “This month, we celebrated our 365 Days of Womanhood” and Bud Light sent us the most amazing gift ever… a can of Bud Light with our faces on it.”

The Conservative backlash against the content creator’s partnership to Anheuser-Busch came fast and furious. Many on the Right called for a boycott.

Heinerscheid stated that part of the evolution and elevation of Bud Light is bringing more inclusivity to the brand.

It means inclusion. It’s about changing the tone. This means having a campaign which is truly inclusive, feels lighter, brighter, and more diverse and appeals both to men and women,” she said.

She said that representation is “sort of at the core of evolution.” You need to be able to see others who are like you in your work. We had this hangover. Bud Light was a brand of out-of touch humor and fratty humor. It was important that we found another approach.