Anheuser-Busch's partnership with Mulvaney began earlier this month as the company celebrated "365 Days of Girlhood," by creating custom-made cans featuring Mulvaney's face. The influencer expressed her excitement and gratitude for the special cans on Instagram, using the hashtag "#budlightpartner." A subsequent video showcased Mulvaney enjoying a Bud Light in a bathtub as part of the campaign.

The announcement drew considerable criticism, with some social media users describing the campaign as an attempt to promote gender propaganda. Several people openly mocked Bud Light for the partnership, and even Kid Rock used Bud Light cases for target practice in a viral video supporting calls to boycott the brand.

As the founder of Redneck Riviera, a popular bar and restaurant in Nashville, Rich sought input from his Twitter followers on alternative beer suggestions after removing Bud Light from his establishment. He acknowledged Anheuser-Busch's right to market their product as they choose and commented on the shifting loyalty of long-time customers. As a result, many people are gravitating toward up-and-coming American brands that align with their values and preferences.

In a recent interview on the podcast "Make Yourself At Home," Bud Light's Vice President of Marketing, Alissa Heinerscheid, seemingly defended the marketing decision. She explained her motivation to refresh the brand's image by moving away from outdated humor and embracing inclusivity. Heinerscheid stated, "I’m a businesswoman, 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.'"

An Anheuser-Busch spokesperson emphasized the company's commitment to working with a diverse range of influencers to authentically connect with various audience demographics. They further clarified that the commemorative can featuring Mulvaney was a gift to celebrate a personal milestone and is not available for sale to the general public. This approach demonstrates Anheuser-Busch's efforts to engage with contemporary social and cultural issues while adapting their marketing strategies to reach broader audiences.

Anheuser-Busch's partnership with Mulvaney began earlier this month as the company celebrated "365 Days of Girlhood," by creating custom-made cans featuring Mulvaney's face. The influencer expressed her excitement and gratitude for the special cans on Instagram, using the hashtag "#budlightpartner." A subsequent video showcased Mulvaney enjoying a Bud Light in a bathtub as part of the campaign.
The announcement drew considerable criticism, with some social media users describing the campaign as an attempt to promote gender propaganda. Several people openly mocked Bud Light for the partnership, and even Kid Rock used Bud Light cases for target practice in a viral video supporting calls to boycott the brand.
As the founder of Redneck Riviera, a popular bar and restaurant in Nashville, Rich sought input from his Twitter followers on alternative beer suggestions after removing Bud Light from his establishment. He acknowledged Anheuser-Busch's right to market their product as they choose and commented on the shifting loyalty of long-time customers. As a result, many people are gravitating toward up-and-coming American brands that align with their values and preferences.
In a recent interview on the podcast "Make Yourself At Home," Bud Light's Vice President of Marketing, Alissa Heinerscheid, seemingly defended the marketing decision. She explained her motivation to refresh the brand's image by moving away from outdated humor and embracing inclusivity. Heinerscheid stated, "I’m a businesswoman, 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.'"
An Anheuser-Busch spokesperson emphasized the company's commitment to working with a diverse range of influencers to authentically connect with various audience demographics. They further clarified that the commemorative can featuring Mulvaney was a gift to celebrate a personal milestone and is not available for sale to the general public. This approach demonstrates Anheuser-Busch's efforts to engage with contemporary social and cultural issues while adapting their marketing strategies to reach broader audiences.

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