(CBrief) – Bud Light’s marketing Vice President Alissa Heinerscheid is doubling down on her decision to promote the “declining” American beer brand to “young people.”

During an interview on the podcast “Make Yourself At Home,” Heinerscheid declared that she was inspired to update the “fratty” and “out of touch” humor of the beer company with inclusivity. She was behind the controversial move to partner with trans influencer Mulvaney to promote the beer.

“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,’” Heinerscheid said.

The beer maker ignited a firestorm across social media after celebrating Mulvaney’s “365 Days of Girlhood,” by sending Mulvaney custom-made cans featuring the influencer’s face.

Heinerscheid said she had a “super clear” mandate “to evolve and elevate this incredibly iconic brand” and that she wanted to change the brand to incorporate “inclusivity, it means 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.”

Heinerscheid suggested that “representation is sort of at the heart of evolution, you have got to see people who reflect you in the work.”



She then smeared the work of Bud Light’s past branding and took a few not-so-subtle shots at its customer base.

“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.

The beer company released a statement and defended the partnership with Mulvaney.

“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics. From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public,” an Anheuser-Busch spokesperson told Fox News.