Vice President of Marketing at Bud Light, Alissa Gordon Heinerscheid, has recently come under fire for her behavior during a Harvard "eating club" event. Photos obtained from a source with access to Heinerscheid's Facebook page depict her drinking with others and holding condoms up to their mouths in an album titled "Isis Senior Reverse Initiation Scavenger Hunt." In addition to the controversial images, critics have called attention to comments she made on social media regarding the need for Bud Light to update its "fratty" image and move away from "out-of-touch humor."
Industry experts are concerned about the potential impact these actions could have on Anheuser-Busch's flagship brand. According to market analyst Steven Rogers:
In response, Anheuser-Busch has focused on improving diversity within its workforce by announcing a new Diversity & Inclusion Pillar in 2019 aimed at providing unconscious bias training for employees.
Despite the negative press surrounding Alissa Gordon Heinerscheid’s involvement, The Isis Club continues its mission statement as it seeks “to provide safe social spaces” specifically catering towards women within the community.
When reached for comment about her role in the incident and subsequent criticism of her remarks concerning Bud Light’s marketing approach, Ms. Heinerscheid stated:
Anheuser-Busch, as well as Ms. Heinerscheid, have not announced any changes in her role or the company's marketing direction at this time. While public opinion remains divided about the impact of these events on Bud Light’s appeal to younger drinkers, it is clear that conversations surrounding diversity and inclusion within large organizations will continue to be critical moving forward.