Leaked photos have surfaced, revealing a Bud Light executive who has been advocating for the company to update its “fratty” culture, indulging in the very same partying lifestyle she claims to want to change.
Alissa Heinerscheid, Budweiser’s vice president of marketing, was captured in images on her now-deleted Facebook page enjoying a wild campus scavenger hunt and engaging in raucous behavior during a 2006 “boozefest” at Harvard University. See below:
The images obtained by The Daily Caller show Heinerscheid and her college friends participating in an event organized by Harvard’s ISIS Club, a group that was established to create a “safe social space for women” on campus.
However, the club was criticized by the Harvard Crimson student newspaper in 2005 as a “haven of inebriated ditzes” known for their wild parties.
In the photos, Heinerscheid can be seen blowing up condoms like balloons, downing beers, and engaging in lewd discussions about “the exploration of the scr*tum professors.”
These images have led many to accuse Heinerscheid of hypocrisy, as she has been vocal about wanting to change Bud Light’s “fratty” culture while seemingly participating in it herself.
Social media has been abuzz with comments calling out Heinerscheid’s apparent double standards.
One Twitter user wrote, “This is too funny. Do as I say, not as I do.”
Another remarked, “Looks awfully ‘fratty'” in reference to the college pictures.
Even Heinerscheid’s choice of beverage in the photos has drawn criticism, with one person joking, “Even she doesn’t drink Bud,” as she was seen drinking Rolling Rock, a competitor brand.
Anheuser-Busch, the parent company of Bud Light, has yet to respond to requests for comment on the situation.
The exec is currently facing backlash not only for her alleged participation in the very culture she wants to change, but also for Bud Light’s recent partnership with transgender activist Dylan Mulvaney.
Mulvaney celebrated her “365 Days of Girlhood” with custom-made Bud Light cans featuring her face, a move that has been met with controversy.
In a podcast interview titled “Make Yourself at Home,” Heinerscheid explained her vision for transforming Bud Light’s brand.
“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,” she said.
She also criticized the company’s previous branding, stating, “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.”
However, Heinerscheid’s comments and her partnership with Mulvaney have faced backlash, with many protesting against Anheuser-Busch’s products.
Justin Kendall, an editor of the beer industry trade publication Brewbound, noted that the boycott “seems to have more legs than most,” and warned that it could negatively impact the company’s sales figures.
As the controversy surrounding Heinerscheid and Bud Light continues to unfold, it remains to be seen how the company will respond and address the accusations of hypocrisy and inconsistency in its messaging.
The leaked photos have shed light on the apparent dichotomy between Heinerscheid’s public stance on changing the company’s culture and her alleged participation in the very culture she wants to change.