Bud Light’s second marketing director on furlough amid Dylan Mulvaney drama

A second senior Bud Light marketing executive has been furloughed following a backlash and is calling for a boycott of the brand’s recent partnership with popular transgender influencer Dylan Mulvaney, according to a report.

Daniel Blake, who oversees Anheuser-Busch’s consumer brand marketing, stepped down from his role on Sunday, according to the Wall Street Journal.

It was reported on Friday that another executive – the brewer’s vice president of marketing who was behind the campaign, Alissa Heinerscheid – was taking leave.

“Given the circumstances, Alissa has decided to take time off, which we support,” a spokeswoman for Anheuser-Busch told the Journal. “Daniel has also decided to take some time off.”

People familiar with the matter told the Journal that the decision to take time off was not voluntary.

The intense backlash began after Bud Light in partnership with Mulvaneya popular transgender influencer with over 10 million TikTok followers who rose to fame by chronicling her gender transition on social media.


Daniel Blake stepped down from his role on Sunday
LinkedIn

Linked-in page.
Blake oversaw marketing for Anheuser-Busch’s consumer brands.
LinkedIn

After finishing its “365 Days of Girlhood” video series, the beer brand sent Mulvaney custom cans featuring her face to help promote its March Madness contest.

In a video shared to Instagram, the content creator is dressed as Audrey Hepburn’s character in “Breakfast at Tiffany’s” as she opens a can of Bud Light and takes a sip.

“This month I celebrated 365 days as a woman and Bud Light sent me probably the best gift ever – a can with my face on it,” Mulvaney said. said in the video noting his milestone. A second campaign video featured the influencer drinking a can of Bud Light in her bathtub.


Dylan Mulvaney
Bud Light has received backlash following a partnership with popular transgender influencer Dylan Mulvaney.
instagram

Heinerscheid
Heinerscheid, the Bud Light executive behind the Mulvaney campaign, went on leave effective Friday.
Anheuser Busch

A day before Mulvaney shared the news of the partnership, Heinerscheid was interviewed on the “Make Yourself At Home” podcast, where she discussed her work to transform the Bud Light brand from one marked by “fratty” and “out of touch” humor to one that embraces inclusivity.

“I’m a businesswoman, I had a very clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in decline for a very long time, and if we don’t attract young drinkers to come and drink this brand, there will be no future for Bud Light,” Heinerscheid said.

Despite mounting backlash from the Mulvaney partnership, Bud Light initially championed the move before offering a half-hearted excuses to its loyal customers last week.


Heinerscheid
Heinerscheid has been running Bud Light since June, and it’s unclear if his replacement will be permanent.
Fox News Digital

Dylan Mulvaney Light Bud May
Bud Light sent the influencer a beer can personalized with her face.
Dylan Mulvaney/Instagram

Heinerscheid has been running the brand since June. It’s unclear whether his replacement, Todd Allen, Budweiser’s global vice president, would hold the position permanently.

No replacement has been announced for Blake, who has worked at Anheuser-Busch for nearly nine years.

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