Alissa Heinerscheid Jewish (2024)

FAQs

What happened to Alissa Heinerscheid? ›

Heinerscheid, a marketing executive at Anheuser-Busch now reportedly on leave, oversaw a marketing engagement earlier this year that sparked something of an online controversy. Bud Light partnered with Dylan Mulvaney, a transwoman with a large Instagram following, for a March Madness contest.

In July, Alissa Gordon Heinerscheid became the first woman to lead Bud Light, a milestone in the 40-year history of the US's most popular beer.

A Wharton School and Harvard graduate, Heinerscheid's professional history includes jobs at American giants General Mills and Johnson & Johnson, where she was the associate brand manager of Listerine. Between 2018 and 2020, she was the senior director of Bud Light's Communications team.

'Given the circ*mstances, Alissa has decided to take a leave of absence which we support. Daniel has also decided to take a leave of absence,' the company said. Heinerscheid's job was taken over by Todd Allen, who recently served as global vice president of Budweiser.

In July, Mike Turney was cleared after being charged with the murder of his stepdaughter, Alissa — 22 years after the high school junior vanished. But his son has no doubt the teen, whose body has never been found, was his father's victim. “There's no justice in the system for her,” James Turney, 49, told NBC News.

Anheuser-Busch denies report claiming it fired Bud Light marketing VP Alissa Heinerschneid. Anheuser-Busch denied a report that it had fired Alissa Heinerscheid, the marketing VP behind Bud Light's disastrous campaign with Dylan Mulvaney, and that she was “gone for good.”

When Anheuser-Busch InBev, the multinational beer company, promoted Alissa Heinerscheid to vice-president of marketing for Bud Light in July 2022, she became the first female VP in the beer's 40-year history. “It's just old white men,” says one former employee of the company leadership.

Meet Alissa Heinerscheid, Bud Light's VP of Marketing. (She/Her)

You know Alissa Heinerscheid as the VP of Bud Light — the largest beer brand in the world.

Bud Light held the top beer spot in the US by being a brand “for everyone.” But by trying to appeal to everyone, it ignored the strength of consumers' perceptions of the brand. Perceptions of Bud Light consumers were at odds with the campaign; backlash was the price paid.

Are Bud Light sales down? ›

Sales to retailers in the U.S. were down 13.7%, primarily driven by a drop in Bud Light volume, the company said. Sales to wholesalers in the U.S. market were also down by 10.1%, and the company's earnings before interest, taxes, depreciation and amortization (EBITDA) dropped by 19.7%.

She then disparaged the work of Bud Light's past branding. “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,” she said.

Moving forward, U.S. chief commercial officer Kyle Norrington will oversee marketing for Bud Light and the company's other brands.

Alissa Turney (born April 3, 1984) was an American 17-year-old girl who was last seen in the Phoenix, Arizona, area on May 17, 2001.

Bud Light sales tanked after the company's partnership with Mulvaney last April sparked an anti-trans backlash and calls for a boycott. A tepid response to the controversy from the company also angered LGBTQ+ advocates.

The consulting firm, which focuses on the beverage alcohol industry, added that while brands in the ABI [Anheuser-Busch InBev] portfolio like Michelob Ultra and Busch Light have somewhat recovered since their stumble in April, Bud Light's declines have remained consistent in their magnitude.