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2w ago

Former Bud Light Marketing VP Alissa Heinerscheid Now at LIV Golf

After the fallout from Bud Light's 2023 campaign with Dylan Mulvaney, Heinerscheid has been working for the Saudi-backed LIV Golf for several months.

Overview

  • Alissa Heinerscheid, the former Bud Light marketing executive behind the controversial Dylan Mulvaney campaign, has been working at LIV Golf for eight months.
  • The 2023 campaign aimed to rebrand Bud Light as more inclusive but led to a significant consumer boycott and a sharp sales decline of up to 26%.
  • Heinerscheid left Anheuser-Busch in April 2023 following the backlash and has since joined LIV Golf, a professional tour funded by Saudi Arabia's Public Investment Fund.
  • LIV Golf, launched in 2022 as a rival to the PGA Tour, has attracted prominent players and remains a polarizing entity in the sports world.
  • This development underscores the lasting career impacts of the Bud Light controversy and the challenges of navigating socially charged marketing strategies.