New in PJ Media:
So many stories involving the Left these days come down to the core question: are they stupid or evil? Bud Light’s resounding nosedive after making the repulsive and obnoxious fake woman Dylan Mulvaney the face of the brand is the latest.
All this time it has been assumed that Anheuser-Busch was appallingly stupid, tanking its premier brand in a misguided quest for woke points. Now, however, it turns out that they may have been evil all along, wanting to destroy Bud Light because too many of the wrong kind of men drank it — that is, men who are comfortably masculine. A former Anheuser-Busch has now said that the whole thing was done on purpose.
OutKick reported Thursday that “one former Anheuser-Busch employee is speaking out and calling Bud Light’s collapse over Dylan Mulvaney a strategic attempt to forever change the beer’s audience: away from the traditional man, in favor of the 2023 definition of what a ‘man’ or ‘woman’ can be.” If this employee is correct, this would mean that Anheuser-Busch deliberately blew up Bud Light in a purposeful attempt to alienate the people who are now boycotting the brand.
This seems to be a frankly suicidal decision from a business standpoint, but it coincides with what Alissa Heinerscheid, Bud Light’s vice president of marketing, said on March 30, just before Mulvaney came out as Bud Light’s new spokesman. “I’m a businesswoman,” said Heinerscheid with noteworthy self-importance; “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.”
Heinerscheid added that she had a “super clear” mandate “to evolve and elevate this incredibly iconic brand.” This would require a radical change in how Bud Light was perceived toward “inclusivity.” Heinerscheid explained that this would mean “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.” She claimed that “representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.” So apparently she wanted Bud Light’s advertising to reach out to men who think they’re women, and vice versa.
This would involve not just working to attract the wild-eyed ideologues, the deluded, and the mentally ill as new Bud Light drinkers, but to alienate the old customers as well. Heinerscheid explained: “We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.” So was Mulvaney brought on not just to attract the woke to Bud Light, but specifically to drive away the ordinary guys who had been the backbone of the brand’s audience?
There is more. Read the rest here.
Bexarkat says
The ONLY thing I’ve ever liked about Anheuser Busch is those Christmas commercials. I’ll watch them again this year, while drinking my Modelo Especial.
Transmaster says
You do know that Modelo beer is owned by Anheuser Busch?
Wellington says
It is outside of the US but not in the US.
Transmaster says
Anheuser Busch, and Grupo Modelo merged in 2013. At the merger the combined company signed of the distribution rights to Modelo to Constellation Brands, Inc. They brew the beer for distribution in the USA. Thanks this is nice to know.
Spiro says
I don’t think many people know what all Anheuser bush really ownes
mgoldberg says
I say it’s still in the ‘stupid’ ballpark. That she is evilly deposed is certainly to be considered but it was done out of the stupid notion that the majority of beer drinkers would be persuaded to actually purchase bud light . And since that won’t happen she will be out on her arse before too long because Bud Light is now sadder Budweiser.
fadeye@yahoo.com says
Imagine ‘working’ that long at getting an advanced degree, only to GAIL SO SPECTACULARLY on one’s first real try??!! How utterly EMBARRASSING for that skank!! LOL!
࿗Infidel࿘ says
Not sure I agree w/ this. First of all, Bud Light is never anyone’s beer of choice: it tastes almost like water & is the beer one has when all the other beers are out! Same thing for the frat boy argument: if frat boys didn’t have it, noone would. Only potential target I could think of: “trans-men” i.e. women masquerading as men!
Also, if Anheuser-Busch did this to take out Bud Light – a brand it owns, that was pretty stupid: they could have just sold or discontinued the line. Instead, by making Dylan Mulvaney its face, they sunk not just Bud Light but their entire brand. It would be like Gap getting Athleta to do something this stupid, & sinking itself, Banana Republic & Old Navy in the process as well
cornelius says
Agreed. The whole premise is absurd…..bordering on one of the silliest conspiracy theories of all time. AB screwed up because their executives are so disconnected from their customer base and are living in the elite bubble of those running all major institutions. There was nothing deliberate about what has been – for them – a public relations and bottom-line nightmare. The dismissal of the responsible executives….the two-month Twitter silence….the advertising about-face into patriotic themes….are all indications of a company in utter panic, not one pursuing a deliberate scheme.
I love Robert dearly…..but when he digresses into this sort of nonsense, he detracts from the seriousness and importance of JW’s mission.
࿗Infidel࿘ says
Also, money drives everything in Corporate America, even if it doesn’t in Hollywood! Which is why once ESG became a sacrament among Big Finance, the rest of Corporate America just bought in! Not too many activists will put out their money to save them, but if the likes of Black Rock or Merrill Lynch deny them capital, it’s a struggle. Which is why they just close their eyes and do all sorts of ridiculous pandering to the woke crowd. Now, various boycotts are hitting various companies which do have healthy competitors: there are dozens of beers one can buy instead of Bud Light, dozens of stores one can go to rather than Target or Kohls, & same goes for other things like apparel stores & so on
One major exception though: Big Tech. This week, Megyn Kelly threatened Apple if they dared cancel her podcast, but what will she do? Microsoft & Google – the only alternatives out there – are every bit as bad as Apple on everything – LGBTQIA+, censorship, you name it! Most people can’t install & use Linux on their computers, let alone replace their Android phone operating systems w/ Replicant. This is one segment that the Left owns, and if the Luddites try to go back to cable TV, good luck getting Newsmax or OANN on your list, aside from the fact that one would still be financing the CNNs, the MSNBCs, the FNCs & so on
James Lincoln says
cornelius says,
“I love Robert dearly…..but when he digresses into this sort of nonsense, he detracts from the seriousness and importance of JW’s mission.”
Respectfully disagree.
I think that Robert correctly points out the synergy – in most cases – of Leftism and islam.
Wellington says
I’m not sure either, Infidel, but I would note that for true believers ideology can supersede everything, even profits. Besides, there is that control-freak aspect of true believers whereby many of them actually think they can change society, that they know better than the ordinary rabble, and long-term something like profits will make a come-back after a lot of social engineering has occurred.
somehistory says
Bruce Jenner said they made a mistake by “forcing it, ” by “shoving it in the faces”…and said the same about target stores.
He said the marketing that was before, “worked for a million years” and would work again.
Specialty marketing works only when it targets a group which has not been targeted before, by appealing to the group’s preferences. It doesn’t work so well when it tosses out those who were already customers, as if they don’t matter any longer.
Reminds me of some years ago and what Coca Cola did. Didn’t work so well for them either and they weren’t appealing to the perversions.
Namer says
I hope the stockholders take note of this and sue. Let the entire Bud corporation collapse.
Don McKellar says
Well, MAYBE.However, I have a different theory based on economic scheming. Think about it. You cannot be certain of an ad campaign being a success and raising stock price. But you can be certain of how you can sink stock prices with a disaster ad campaign. It’s as sure a thing as you can get.In my theory, that idiot VP behind this insane campaign was completely delusional and did it based on what Robert suggests. Howver, her bosses who made the final decision are a lot smarter and it was easy to predict what would happen. They sold their stock short, predicting a loss just before the campaign came out. They made a fortune and atill have rheir jobs. I bet an inestigation would prove this to be so. The Big Boys aren’t that stupid. They’re smart and evil.
Don McKellar says
Fast typing and uneditable webboards don’t work well together.
James Lincoln says
The big short, Don.
Interesting theory.
Charles Valenzuela says
I don’t really care WHY they did it. They did it, and I am done with them and their woke BS forever. The entire brand is dead to me. Not coming back and don’t care. Any other companies that do the same will get the same reaction from me. Sick and tired of woke deviants and America-haters trying to control and force their perversions on me and everyone else.
brenrod says
It’s Annheuser Busch and all their products that should be boycotted, otherwise they will just move you to another one of their products. A list is needed of all their subsidiaries products.
Spiro says
That’s corporate America
You got it